主播综合素质对直播营销传播效果的影响

The Influence of the Comprehensive Quality of Anchors on the Effect of Live Broadcast Marketing Communication

近年来依托于互联网技术发展的网络直播营销迅速成为营销界的潮流,直播带动的商品交易额也在逐年交替攀升,一度开创了线上直播的新高度。电商主播作为直播广告营销的主体,自身素质对直播营销传播效果有着直接决定性的作用。本文通过量化的方式实证研究主播综合素质对直播营销传播效果的影响。

Relying on Internet technology,online live marketing has developed rapidly in recent years and become a popular means in the marketing field.Moreover,the volume of commodity transactions driven by live broadcasting also rises alternately year by year,which once created a record high of online live broadcasting.E-commerce anchors,as the main body of live advertising and marketing,have a direct decisive effect on the live marketing through their comprehensive quality.This article makes an empirical study on related influencing factors and analyses how comprehensive quality of anchors affect the live broadcast marketing communication by means of quantification approach.