网络直播中弹幕对大学生消费群体购买意愿的影响研究

Research on the Influence of Bullet Screen in Network Broadcast on the Purchase Intention of College Students'Consumer Groups

受新型冠状病毒肺炎疫情和乡村振兴的双重背景影响,网络直播作为“线上引流+实体消费”的数字经济新模式,成为企业和消费者共同青睐的营销方式。文章基于大学生群体,通过分析网络直播过程中大学生对弹幕的认知程度,建构网络直播中弹幕对大学生消费群体购买意愿的影响机制,并通过科学的数据分析为企业的网络直播提出营销建议。

Affected by the dual background of COVID-19 and rural revitalization,live streaming,as a new digital economy model of“online diversion+physical consumption”,has become a popular marketing method for both enterprises and consumers.Based on college students,this paper analyzes the cognition degree of college students to bullet screen in the process of network broadcast,constructs the influence mechanism of bullet screen in network broadcast on the purchase intention of college students’consumer groups,and puts forward marketing suggestions for enterprises’network broadcast through scientific data analysis.