女装电商网络主播及其销售行为研究

Research on women’s clothing E-commerce network anchors and their sales behavior

为研究主播个人特质及其销售行为对成交率的影响,文章在文献研读和分析的基础上构建了以“主播颜值”等18个观察点为自变量、“成交率”为因变量的研究模型。通过观察记录和问卷调研共收集120位女装主播的直播样本,采用独立样本T检验、Binary Logistic回归分析和相关分析得出:“主播颜值”等15个观察点对成交率均有正向影响;在个人特质方面影响的重要性程度为着装效果>主播颜值>粉丝量级>主播身材>背景布置;在销售行为方面影响的重要性程度为库存添加>试穿人数>优势讲解>搭配数量=展示方式>讲解时间>配件搭配>讲解人数>余量提醒>特征讲解。最后,根据研究结果在女装主播的招聘和培训方面为服装企业提出具体建议。

In order to study the influence of the anchor’s personal characteristics and sales behavior on the close rate,a research model with 18 observation points such as"anchor’s face value"as independent variables and"close rate"as dependent variables based on literature review and analysis.The live streaming samples of 12 women’s clothing anchors were collected by means of observation records and questionnaire survey.Through independent sample t-test,binary logistic regression analysis and correlation analysis,it was concluded that 15 observation points such as"anchor’s face value"have a positive impact on the closer rate.In terms of personal characteristics,the importance degree of the influence is as follows:dressing effect>anchor’s face value>fan level>anchor’s figure>background layout.In the aspect of sales behavior,the importance degree of influence is as follows:inventory addition>number of people trying on>advantage explanation>quantity of matching=method of display>explanation time>accessories matching>number of people explaining>allowance reminder>feature explanation.Finally,according to the research results,this paper proposes specific recommendations for the clothing enterprises in the recruitment and training of women’s anchor.