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为探究社交电商平台中的穿搭内容对消费者行为意向的影响，在文献梳理和调研的基础上，通过访谈消费者的方式对访谈资料进行扎根理论研究分析，经过三级编码逐步提取出5个主范畴。最后提出模型和假设，进行问卷调查，并建立结构方程模型分析影响路径，探究社交电商中穿搭内容对消费者购买意愿的影响机制。研究结果表明，社交电商中穿搭内容各属性对消费者情绪(包括价值感、信任感、愉悦感)以及消费者情绪对购买意愿均有正向影响作用；消费者情绪在穿搭内容影响消费者在线购买意愿过程中起中介作用。研究结论有助于促进社交电商社区的建设，对释放社交电商平台的商业价值具有一定的参考意义。
Abstract：In order to explore the impact of matching content in social e-commerce platforms on consumers′ behavioral intentions, based on literature review and research, it conducted rooted theoretical research and analysis of interview data by interviewing consumers, and gradually extracted five main categories through three-level coding. Model and hypothesis were proposed, questionnaire survey was carried out, and structural equation model was established to analyze the influence path, so as to explore the influence mechanism of matching content on consumers′ purchase intention in social e-commerce. The results show that the attributes of the matching content in social e-commerce have positive effects on consumer sentiment(including sense of value, sense of trust, and sense of pleasure) and consumer sentiment on purchase intention. Consumer sentiment plays a mediating role in the process of wearing content affecting consumers′ online purchase intention. The research conclusion is helpful to promote the construction of social e-commerce community, and has certain reference significance for releasing the commercial value of social e-commerce platform.
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基本信息:
DOI：10.19507/j.cnki.1673-0356.2025.03.010
中图分类号:F724.6;F713.55
引用信息:
[1]李沫蓉,左恒,李敏.社交电商中穿搭内容对消费者行为意向的影响[J].纺织科技进展,2025,47(03):10-15.DOI:10.19507/j.cnki.1673-0356.2025.03.010.
基金信息:
上海高校知识服务平台资助项目(13S107024)