关于网红营销下网络服装消费者购买意愿的影 响因素研究 .pdf

摘要 : efront, cooperate with network brokerage companies for promotion, and work with manufacturers to create brands, forming a complete supply chain. The strong fan base is turned into purchasing power through the influence of internet celebrities for precise marketing. As the clothing industry is currently the fastest-growing industry using internet celebrity marketing, this study focuses on the factors influencing the purchasing intention of clothing consumers under internet celebrity marketing, with the aim of providing effective suggestions for e-commerce businesses to improve consumer purchasing intention. Firstly, this paper studies the relevant literature on internet celebrity marketing and purchasing intention both domestically and internationally, and learns about the perceived value theory and purchasing behavior theory. The study then summarizes the factors that affect purchasing intention, and based on this, constructs a theoretical model and research hypothesis. Subsequently, the study defines each variable by referring to well-established scales and designs corresponding measurement items to form a complete survey questionnaire. Finally, SPSS 23.0 is used to analyze the data obtained, including descriptive analysis, reliability and validity tests, exploratory factor analysis and correlation analysis. Regression analysis is also applied to verify the constructed model and research hypothesis. The conclusion is drawn that: (1) Consumers' perception of the value of clothing and opinion leaders have a positive influence on purchasing intention. (2) Purchase cost and perceived risk have a negative impact on purchasing intention, and are negatively correlated with purchasing intention. (3) Perceived benefit has a positive impact on purchasing intention, and is positively correlated with purchasing intention. Based on these findings, two suggestions are proposed: first, starting from the individual characteristics of opinion leaders, strengthen their role; second, enhance customers' perceived value of the products. Keywords: internet celebrity marketing, perceived value, opinion leader, purchasing intention.