The Impact of Live Streaming Model on Clothing Consumers' Purchase Intentions

Despite the increasing popularity of live streaming, there has been less research on the impact of it in the fashion industry on purchase intentions. This study uses the SOR theory as a framework and builds on previous related literature to explore how the three stimulus variables of visibility, authenticity, and entertainment in live streaming can positively influence purchase intentions through the mediating variables of perceived trust and perceived value. The study collected data through an online questionnaire and conducted statistical analysis using SPSS and AMOS software. The results show that the visibility, authenticity, and entertainment of live streaming positively influence consumers' perceived trust, and perceived trust plays a mediating role in the process. Additionally, the visibility of live streaming positively influences consumers' perceived value, and perceived value also plays a mediating role in the process. However, the authenticity and entertainment of live streaming do not have a significant impact on perceived value, and perceived value does not play a mediating role in the purchase intentions process. The findings can provide marketing strategy references for apparel enterprises using live streaming.