线上直播带货模式下影响消费者购买决策的因素

Factors affecting consumers′ purchase decisions in online live streaming e-commerce mode

随着我国线上消费模式的不断更新和发展,电商平台之间与卖家之间的市场竞争也日益激烈,企业若想针对性地推广给消费者产品和服务,就必然需要了解更多关于市场中消费者购买决策的信息.相较于过去,消费者在各种商品的选择和购买途径中拥有了更多选择的途径,且在实践中出现了诸多购买和决策选择问题.将线上消费模式中的直播带货作为研究对象,采用SPSS.26为主要的分析工具,对收集到的数据进行整理和分析,得出有关影响消费者购买决策的因素.根据研究结果提出了相应建议,旨在为卖家和消费者提供一些有价值的参考.

With the continuous updating and development of Chinese online consumption model,the market competition between e-commerce platforms and sellers is becoming increasingly fierce.If enterprises want to promote products and services to consumers,they must understand more about consumers′ purchase decisions in the market.Compared with the past,consumers have more choices in the choice of various commodities and purchase channels,in addition, many problems of purchase and decision-making have arisen in practice.The live streaming e-commerce in the online consumption mode was taken as the research object, and SPSS was adopt as the main analysis tool to collate and analyze the collected data, and relevant factors affecting consumers′ purchase decisions are obtained.Based on the research results,corresponding suggestions are put forward to provide some valuable references for sellers and consumers.