Research on the Impact of the "Live Streaming+Short Video" Sales Model on the Purchasing Behavior of Sportswear

Abstract

The "live streaming+short video" sales model, with its intuitive, interactive, and convenient characteristics, has had a profound impact on the shopping mode of sportswear. This article aims to analyze the impact of the "live streaming+short video" sales model on the purchasing behavior of sportswear, reveal the relationship and path between various influencing factors, and provide theoretical basis and practical guidance for sportswear brands to formulate more effective marketing strategies. Firstly, based on theoretical analysis, a relationship model was constructed between social influence, product information transparency, anchor credibility, promotional strategy influence, perceived trust, and purchasing behavior; Subsequently, a structural equation model was constructed based on questionnaire survey data to test the theoretical model. The empirical results show that social influence, product information transparency, anchor credibility, and promotional strategies can significantly and positively affect consumer purchasing behavior; Perceived trust plays a mediating role between the aforementioned factors and purchasing behavior. Based on empirical results, it is recommended that sportswear companies use social media for knowledge output to enhance their brand's social influence; Develop various product information disclosure plans to enhance product information transparency; Strengthen the selection of talents within the industry and cultivate professional and trustworthy anchors.