Hewei Tian
Fashion Department, Xiamen Academy of Arts and Design, Fuzhou University, Xiamen, China.
Front Psychol. 2022 Aug 11;13:913073. doi: 10.3389/fpsyg.2022.913073. eCollection 2022.
Based on elaboration likelihood model (ELM), this paper introduces the central route and peripheral route of online comments and constructs a conceptual model affecting consumers' clothing impulse buying behavior in live broadcast. A total of 737 questionnaires were collected, and 709 valid questionnaires were used for questionnaire analysis. According to the ELM, there are central route (comment quality and comment comprehensiveness) and peripheral route (comment quantity and commentator credibility) of online comments. The results show that in addition to the commentator credibility, the comment quality, comment comprehensiveness, and comment quantity have a significant positive impact on impulse buying behavior. Fashion involvement plays a moderating role in the relationship between online comments and impulse buying behavior. This paper will provide theoretical support for live broadcast clothing marketing and provide suggestions for the development and design of live broadcast.
基于精细加工可能性模型（ELM），本文介绍了网络评论的中心路径和边缘路径，并构建了一个影响消费者在直播中服装冲动购买行为的概念模型。共收集了737份问卷，其中709份有效问卷用于问卷分析。根据ELM，网络评论存在中心路径（评论质量和评论全面性）和边缘路径（评论数量和评论者可信度）。结果表明，除评论者可信度外，评论质量、评论全面性和评论数量对冲动购买行为均有显著的正向影响。时尚涉入度在网络评论与冲动购买行为之间的关系中起调节作用。本文将为直播服装营销提供理论支持，并为直播的发展与设计提供建议。
