Search

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., Competing Interests: The authors have declared that no competing interests exist.

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.