A Study On Interactive Marketing Of Online Hanfu Shop On Purchase Intention Of Consumer

The Hanfu market has huge development potential.The number of Hanfu uniforms reached 3.561 million in 2019,an increase of 74.4% compared to 2018.On Taobao alone,the GMV(transaction value)of the Hanfu category in 2019 has exceeded 2 billion yuan,an increase of 150% compared with 2018,and the growth is rapid.The online sales method of Hanfu in my country mainly uses the pre-sale method,so the transaction cycle is lengthened,which makes the communication cycle between the store and the customer longer,so that the interactive communication between the store and the consumer in the entire transaction cycle is extremely important.This article takes the online Hanfu store as the research object,uses the stimulus-body-response(S-O-R)model as the basic model,selects the perceived value and perceived risk as the intermediary variables of influence,and constructs the online Hanfu store interactive marketing model for consumers' purchase intention.This article conducted a pre-questionnaire survey and a formal questionnaire survey on the interactive marketing of online Hanfu stores(282 valid questionnaires were recovered),descriptive statistics and clustering cross-analysis,and classified respondents according to online shopping depth to verify whether online shopping depth Will affect the relationship between the variables of the structural equation model.Then use the AMOS software to fit the online Hanfu shop interactive marketing structural equation model,check the model validity and model correction,and estimate the final model parameters to verify whether the hypothesis is true and obtain the influence relationship between various variables.The main conclusions of this study are as follows:(1)Analyze the impact of demographic variables on the online shopping depth of Hanfu,as well as on the intermediary variables and willingness to buy,and conclude that the influence of age,education level,occupation,and income on theonline shopping depth of Hanfu has reached significant.Age has a significant effect on perceived value and perceived risk;both education and occupation have a significant effect on perceived value,and there is no difference in perceived risk.(2)Construct the "interactive marketing-purchase intention" structural equation model and verify the structural equation model.Through SPSS exploratory factor analysis and AMOS structural equation parameter estimation,the online Hanfu store interactive marketing is divided into two latent variables,namely the interactive process and interactive quality.These two latent variables both positively affect the Hanfu consumers through the intermediary variable perceived value Purchase intention.The interaction process can directly affect the perceived risk and the purchase intention of Hanfu consumers,but the quality of interaction does not significantly affect the perceived risk and purchase intention of Hanfu consumers;the perceived risk exhibited by the respondents has a negative impact on the perceived value,but the path coefficient does not Not significant,and the perceived risk did not significantly affect the purchase intention of Hanfu consumers.(3)Through the two-stage SPSS clustering,the respondents were divided into general Hanfu online shopping users and deep Hanfu online shopping users according to monthly average online shopping frequency and monthly average online shopping amount.In the deep Hanfu online shopping user group,the standardized interaction process can improve its perceived value better than the excellent interactive quality;while in the general Hanfu online shopping user group,the excellent interactive quality has a greater impact on the Hanfu consumer perceived value.(4)Based on the results of this study,suggestions are made to online Hanfu stores: store service personnel should provide timely and complete pre-sales and after-sales services,and provide reasonable solutions to customer problems;online Hanfu stores should strengthen The training of Hanfu's cultural knowledge allows customers to perceive the professionalism of the store;online Hanfu stores can try to collect opinions from consumers,so that consumers have a greater sense of participation,thereby enhancing the value of customers' perception of their stores.