基于消费者调查的文化产业+电商商业模式研究——以秀动为例

Research on the Business model of Cultural Industry+E-commerce Based on Consumer Survey--Taking Showstart as an Example

随着文化产业的发展,"文化+电商"的的模式也应运而生,它的出现可以逐步改变现阶段传统电商附加值低的现状,并带动传统产业的升级换代。文中以当今社会最为热门和常见的文化电商模式案例"秀动"为研究案例,探讨当今文化电商发展运营模式的盈利问题、竞争力和未来前景。以霍金斯消费者决策过程模型(Consumer Decision Process Model)为理论基础,提出了10项相关影响因素假设并构建了模型,采用Logistic多元有序回归分析方式分析调查数据结果,并提出相关建议。

With the development of cultural industry,the mode of"culture+e-commerce"emerges as the times require.Its appearance can gradually change the current situation of low added value of traditional e-commerce and promote the upgrading of traditional industries.In this paper,the most popular and common cultural e-commerce model case"Showstart"is taken as the research case to explore the profitability,competitiveness and future prospects of the development and operation mode of cultural e-commerce.Based on the theory of Consumer Decision Process Model,this paper puts forward 10 hypotheses of influencing factors and constructs the model which analyzes the data by logistic multiple ordinal regression analysis,and then puts forward relevant suggestions.