Factors affecting clothing purchase intention in mobile short video app: Mediation of perceived value and immersion experience.

ABSTRACT: 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 mediat

SUBMITTER: Hewei T 

PROVIDER: S-EPMC9469968 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature