Search

Live streaming enhances the marketing vitality and possibility. However, the academic research on this new marketing method is still insufficient. To fill this literature gap, this paper tests whether the characteristics of mobile app live streaming (MALS) can create the swift guanxi and enhance consumers’ perceived trust, to enhance consumers’ impulse purchase intention of clothing. Based on the literature review, this paper established a live streaming shopping evaluation system including MALS interaction, MALS entertainment, MALS credibility, swift guanxi, perceived trust, and impulse purchase intention. A total of 537 valid questionnaires were collected. The data were analyzed by structural equation model (SEM) and stepwise regression. The results showed that all hypotheses were verified. The MALS characteristics positively affected the swift guanxi and perceived trust, and the swift guanxi and perceived trust positively affected the impulse purchase intention. This paper added the literature on mobile app live streaming and clothing impulse purchase intention. The results provide suggestions for live streaming companies on how to enhance consumers’ impulse purchase intention.

Using technology to support learning is a major trend in the development of modern education. In the face of COVID-19, online courses play an important role. During the COVID-19 pandemic, a large number of online art design courses have been developed in China. Art design courses involve many practical investigation and skill operation links, which is a challenge of online learning. In order to explore the influencing factors of online course learning intention of art and design majors, this study compiled a questionnaire, conducted an online survey on 1,057 Chinese art and design majors through the Wenjuanxing questionnaire survey platform, and conducted structural equation analysis and hierarchical regression analysis on the sample data by using SPSS and AMOS analysis software. Based on Information Technology Acceptance Model and immersion theory, this study focuses on the relationship between information characteristics, immersion experience and learning intention of art and design online courses. The results show that the antecedent variables such as professionalism, interactivity, interest, and ease of use of online courses have a positive impact on College Students' user immersion experience and learning intention; Immersion experience positively affects learning intention; Immersion experience plays a mediating role between online course information characteristics and learning intention.

This paper analyzes the Chinese folk children's and adult women's bellyband, in order to explore it's cultural connotation and artistic characteristics, and dig out useful elements for modern clothing design. This paper adopts the research methods of literature analysis, physical investigation, and modern works analysis. Through the analysis of the children's bellyband, mainly by its summarized origin and customs, we believe that the bellyband not only has practical function and rich artistic elements, but also is the carrier of thick family love and has reference value for modern children's clothing design. For the adult female bellyband, through the analysis of the traditional culture from the perspective of emotion, this paper believes that the shape of adult female bellyband is constrained by feudal etiquette, but its sewing process reflects women's wisdom. At the same time, the color matching and pattern composition of bellyband are the expression and catharsis of women's emotion. Based on this, this paper puts forward suggestions for modern clothing design, innovating the embroidery and patchwork process of bellyband, bionic modeling design. We believe that the embroidery technology, patchwork technology and pattern cultural connotation of bellyband can be combined with modern fashion design. [ABSTRACT FROM AUTHOR]