Research On The Impact Of Visual Marketing Of Apparel Live On Consumers’ Purchase Intention

Live e-commerce has grown by leaps and bounds since 2016,and with the impact of the new crown epidemic,has gradually become a new consumer trend.With the advantages of reallife display and real-time communication,e-commerce live streaming is favored by the apparel industry and has become an important channel for apparel sales.With the rapid growth of live streaming users and the expanding scale of live streaming,how to acquire users and expand sales through marketing has become a new problem faced by the industry and academia.Although scholars have made fruitful research results on live streaming marketing strategies,few studies have explored visual marketing strategies,especially in the context of homogenization of live streaming scenes and anchor images,reasonable visual marketing has an increasingly important impact on relieving consumers’ aesthetic fatigue and enhancing shopping experience.This article focuses on the construction of “visual marketing” of clothing live broadcast.Based on literature research,we extracted five types of visual marketing factors representing the characteristics of apparel live streaming: “anchor image”,“clothing display”,“live streaming environment”,“interface aesthetics” and “interactive information”.The S-O-R model is used as the research framework,and two consumer variables,“mind flow experience”and “presence”,are introduced as mediators to build a research model to explore the mechanism of the visual marketing of apparel live streaming that affects consumers’ purchase intention.This study collected data by means of questionnaires,designed and distributed with mature scales at home and abroad,and perform descriptive analysis,reliability and validity analysis,exploratory factor analysis,and correlation analysis on 487 valid samples by SPSS,and the theoretical models and research hypotheses of the study were validated by regression analysis and Bootstrap method.The results show that “anchor image”,“clothing display”,“live streaming environment”,“interface aesthetics” and “interactive information” all have significant positive effects on consumers’ purchase intentions,and that flow experience and presence play a part in mediating the relationship between the five types of visual marketing factors and consumers’ purchase intentions.Finally,based on the results of the empirical study,this paper puts forward feasible suggestions for the visual marketing strategy of apparel live streaming from two levels of generating mind-flow experience and stimulating the sense of presence,while reflecting on the shortcomings of this study and giving improvement directions for future research in the field of apparel live streaming visual marketing.