直播营销中的消费行为研究综述

A Review of Consumer Behavior Research in Live Streaming

随着网络直播购物的兴起与火爆,直播营销成为学术界的研究热点。从3个方面对现有文献进行整理:探究网络直播的营销逻辑,揭示出人、产品、场景和信息是直播营销的基本要素;梳理直播营销研究中的常用理论;架构直播营销模式的研究框架,总结场景氛围、主播特征、产品价值、信息互动、消费者个体因素、关系互动等6方面因素对消费者行为的影响,并探究其作用过程。旨在为直播营销的深入研究提供参考和建议。

With the rise of E-commerce live broadcast shopping,how E-commerce live broadcast mode promotes consumer behavior decision-making has become a research hot spot in the academic field.The existing literature mainly focus on three perspectives:Researching on e-commerce live broadcast marketing logic,tease out the key elements such as anchor,products,scene and information.Based on the interaction characteristics,the research summarized the relevant theories in e-commerce live marketing.Build the research framework and summarizes the factors influence consumer behavior and explores behind mechanism.The study aims to provide suggestions for depth research in the field of E-commerce live broadcast.