Impact of Network Marketing on Knitting Brands Based on the Stimulus-Organism-Response Framework in Sichuan of China

  • Zhongxi Zheng North Bangkok University
DOI: https://doi.org/10.18282/l-e.v10i6.2833
Keywords: Network Marketing, Knitting Brands, Stimulus-Organism-Response

Abstract

This paper introduced the live broadcast form of anchor products, studied the influence mechanism of live broadcast interactive marketing of knitting brands on consumers’ purchase intention, and provided marketing suggestions for merchants to conduct live broadcast interaction. Through literature research, market research, and online survey, this paper constructed the research model of marketing impact model for knitting brands based on the S-O-R model. Six influencing variables of attractiveness, trustworthiness, purchase convenience, expertise with the elements of stimuli, and perceived enjoyment and usefulness with the aspect of an organism were set to test the relationship between impulsive purchase with the element of the response.

References

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Published
2022-04-13
Issue
Vol. 10 No. 6 (2021)

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