电商直播对消费者购买决策影响研究

Research on the influence of e-commerce live broadcast on consumers'purchasing decision

随着信息技术的发展,网络直播这一新型社交媒介诞生,其拉近了生活与屏幕的距离,具有娱乐性、交互性、实时性等特点,引发了广泛关注。伴随着直播产业的发展,直播营销也得到了越来越多的商业应用,电商直播应运而生。电商直播可以深挖行业巨大的经济潜力,其快速变现的能力强化了商业价值。本文将主要阐释电商直播营销模式及其特征,并对电商直播影响消费者购买决策的因素进行分析,同时归纳梳理电商直播发展中存在的问题,提出相关优化策略。

With the development of information technology,the webcast,a new type of social media,is born.It shortens the distance between the screen and our life and has the characteristics of entertainment,interactivity and real-time.Also,it has attracted more and more attention.Due to the development of live broadcasting industry,live marketing has also been more and more applied by the commercial field,which results in e-commerce live broadcasting came into being.The e-commerce live broadcast can tap large economic potential of the industry and realize the ability to strengthen the commercial value.This paper will mainly explain the marketing mod and characteristics of e-commerce live broadcast,as well as analyze the factors that influence the consumers'purchase decision.At the same time,it summarizes and sorts out the problems existing in the development of e-commerce live broadcasting,then puts forward relevant optimization strategies in order to be beneficial to the healthy development of e-commerce live broadcasting standardization.