网络直播对线上消费的影响

The Influence of Live Network Broadcast on Online Consumption

通过对18~45岁主要线上消费群体参与网络直播的情况及其消费行为进行调查。发现青年女性是参与直播的主体;用户较为青睐抖音、淘宝、微博等知名度高的直播平台;观看直播倾向于购买生活类产品。同时,分析了网络直播对线上消费支出的影响,结果表明网络直播与线上消费之间存在显著的正相关关系。关注的宣传平台、观看视频后购买行为、月生活费、认可态度、性别因素显著促进了线上消费支出。

Through the investigation of the main online consumer groups aged 18~45 who participate in network broadcast and their consumption behavior.It is found that young women are the main participants in the live broadcast.They prefer popular live streaming platforms such as Douyin,Taobao and Weibo as well as tend to buy lifestyle products.At the same time,the impact of network broadcast on online consumption expenditure is analyzed,and the results show that there is a significant positive correlation between network broadcast and online consumption.Publicity platform,purchase behavior after watching the video,monthly living expenses,cognitive attitude and gender factors significantly promote online consumption expenditure.