Research on the Impact of Clothing Video Content and Blogger Features on Consumers' Online Purchase Intention

Description

This study utilizes questionnaire data collected via the Wenjuanxing platform(a leading Chinese online survey platform), focusing on the influencing factors between apparel-focused short video content/creator characteristics and consumers' online purchase intentions. The research addresses gaps in both apparel marketing and short video marketing literature, helping content creators understand their audience and providing theoretical and practical guidance for enhancing their value and influence across multiple dimensions. Furthermore, it assists apparel enterprises in selecting appropriate influencers by understanding key short video creator characteristics.

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