Department of Fashion, Fuzhou University, Xiamen, China.
PLoS One. 2022 Sep 13;17(9):e0273968. doi: 10.1371/journal.pone.0273968. eCollection 2022.
Based on the stimulus-organism-response (SOR) framework, this research introduces perceived value and immersive experience, and builds a model of media interaction affecting consumers' consumption of clothing in mobile short video app (MSVA). Among the conducted survey, using the method of questionnaire survey, a total of 820 questionnaires were collected, and data from 752 valid questionnaires were used for analysis. The research results showed that the MSVA media interaction has a positive impact on perceived value, immersion experience, and purchase intention; Perceived value has a significant positive impact on immersion experience and purchase intention; Immersion experience has a significant positive impact on purchase intention. Perceived value and immersion experience play a mediating role in the relationship between social media interactivity and purchase intention. This research will provide theoretical support for clothing marketing businesses of MSVA and suggestions for the development and design of MSVA.
基于刺激-机体-反应（SOR）框架，本研究引入感知价值和沉浸体验，并构建了一个影响消费者在移动短视频应用（MSVA）中服装消费的媒体互动模型。在进行的调查中，采用问卷调查法，共收集了 820 份问卷，其中 752 份有效问卷用于分析。研究结果表明，MSVA 媒体互动对感知价值、沉浸体验和购买意愿有正向影响；感知价值对沉浸体验和购买意愿有显著正向影响；沉浸体验对购买意愿有显著正向影响。感知价值和沉浸体验在社交媒体互动性和购买意愿之间的关系中起中介作用。本研究将为 MSVA 的服装营销企业提供理论支持，并为 MSVA 的开发和设计提供建议。
