Influence of new media advertising push methods on clothing purchase intention

Abstract

In order to explore the influence and mechanism of advertising push methods on consumers' clothing purchase intention under the new media environment, based on the theory of perceived value and S-O-R model, a model of the relationship between advertising push mode, perceived value and purchase intention was constructed, and relevant hypotheses were proposed. The hypotheses were verified by questionnaire survey and analysis. The results show that APP launch page ads, topic ads and other push methods have a positive impact on consumers' purchase intention, while information flow ads, soft placement ads and other push methods have no significant impact on consumers' purchase intention, and perceived value plays a mediating role.

Keywords

• advertising push
• perceived value
• s-o-r model
• mediating effect
• purchase intention