Research On The Influencing Factors Of Network Live Broadcast Of W Clothing Enterprises

With the continuous development of Internet technology,network broadcast has emerged.With the rapid increase of the penetration rate of mobile e-commerce,network live broadcast has increasingly become one of the important marketing means in marketing schemes of all walks of life.The network marketing model of traditional clothing enterprises is constantly affected and impacted.In this paper,W clothing enterprise is selected as the research object.According to the current situation of the enterprise,combined with the theories of related theories and Literature review,this paper analyzes the problems of W clothing enterprise in network live broadcasting marketing,such as the low reputation of live broadcast,the single content of live broadcasting,the weak interaction of live broadcasting,slow product replacement speed,live scenes are boring and not in line with the product style.It is believed that it is an important reason for the poor sales volume of W clothing enterprise.The internet live broadcast,a recently developed interactive marketing model,has been able to generate substantial sales for clothing businesses through its powerful communication and flow conductivity.This study employs literature research and questionnaire survey to examine the independent variables of live broadcast,product information,and visual marketing,with consumer perceived value as the intermediary.Constructing a theoretical model of the purchase intention of live broadcast e-commerce consumers,with dependent variables,and proposing hypotheses,is the aim.Questionnaire surveys are utilized to gather data,and the sample is then empirically examined through SPSS software.The research model’s rationality is demonstrated by the results,with most of the hypotheses being valid.The results demonstrate that the characters of live broadcast,product information,visual marketing,and consumer perceived value significantly influence the purchasing willingness of consumers.The intermediate effect of consumer perceived value is evident.From the point of view of consumers,the marketing proposals for the live interactive broadcast of W clothing companies are thus suggested.It is fervently wished that the study in this paper will not only furnish ideas for optimizing the network broadcast marketing effect of M clothing businesses,but also furnish references for other comparable enterprises.