Research on Clothing Brand Marketing Strategy Based on E-commerce Webcasting in the Internet Era

Abstract

In recent years, with the rapid development of the Internet, e-commerce webcasting, as a new type of marketing method, has gradually been favored by clothing brands. The study constructed a model of factors influencing consumer purchase intention in live broadcasting e-commerce based on the SOR model, followed by hypotheses. An empirical study was conducted by distributing questionnaires to the consumer population watching live e-commerce streams. This paper recovered 388 valid questionnaires and used the PLS-SEM structural analysis method and factor analysis to conduct relevant test studies on each of the proposed variables. The empirical study of the five stimulus variables through structural equations concludes that all five stimulus variables are impacted by consumers' purchase intention, with situational characteristics having the most significant impact on consumers' perceived pleasure. Lastly, the derived influencing factors confirm the results. The proposal suggests a strategic approach to enhance the marketing of e-commerce clothing brands.