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- W4295442034 endingPage "e0273968" @default.
- W4295442034 startingPage "e0273968" @default.
- W4295442034 abstract "Based on the stimulus-organism-response (SOR) framework, this research introduces perceived value and immersive experience, and builds a model of media interaction affecting consumers' consumption of clothing in mobile short video app (MSVA). Among the conducted survey, using the method of questionnaire survey, a total of 820 questionnaires were collected, and data from 752 valid questionnaires were used for analysis. The research results showed that the MSVA media interaction has a positive impact on perceived value, immersion experience, and purchase intention; Perceived value has a significant positive impact on immersion experience and purchase intention; Immersion experience has a significant positive impact on purchase intention. Perceived value and immersion experience play a mediating role in the relationship between social media interactivity and purchase intention. This research will provide theoretical support for clothing marketing businesses of MSVA and suggestions for the development and design of MSVA." @default.
- W4295442034 created "2022-09-14" @default.
- W4295442034 creator A5068770729 @default.
- W4295442034 date "2022-09-13" @default.
- W4295442034 modified "2023-09-30" @default.
- W4295442034 title "Factors affecting clothing purchase intention in mobile short video app: Mediation of perceived value and immersion experience" @default.
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- W4295442034 doi "https://doi.org/10.1371/journal.pone.0273968" @default.
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