直播电商的发展现状、研究主体及展望——一个系统性文献综述(上)

DEVELOPMENT STATUS,RESEARCH SUBJECTS AND PROSPECTS OF LIVE STREAMING E-COMMERCE——A SYSTEMATIC LITERATURE REVIEW(PARTⅠ)

为建立直播电商领域内的一个整合性研究框架,对近年来中国知网(CNKI)中关于直播电商的文献进行回顾,归纳直播电商的定义及发展脉络,从研究主体、存在问题、优化路径等方面进行研究。得出以下结论:目前对直播电商的研究主要是从主播、平台以及消费者三大主体进行;在直播电商中,影响消费者购买意愿的因素分为主播特征、消费者感知因素、直播平台属性、多因素的匹配等;现有研究多运用SOR理论、心流体验理论、感知价值理论等来探讨在直播电商中直播平台特征、主播特征等因素对消费者购买意愿的影响。最后,对直播电商未来的研究做出展望,以促进直播电商领域研究的发展。

In order to establish an integrated research framework in the field of live streaming e-commerce,this paper reviews the literature on live streaming e-commerce in China National Knowledge Infrastructure(CNKI)in recent years,summarizes the definition and development context of live streaming e-commerce,and studies it from the aspects of research subjects,existing problems and optimization paths.The following conclusions are drawn:at present,the research on live streaming e-commerce is mainly conducted from three main subjects:anchors,platforms and consumers;in live streaming e-commerce,the factors affecting consumers’purchase intention are divided into anchor characteristics,consumer perception factors,attributes of live streaming platform,and multi-factor matching.Existing studies mostly use SOR theory,flow experience theory and perceived value theory to explore the influence of factors such as the characteristics of live streaming platform and host characteristics on consumers’purchase intention in live streaming e-commerce.Finally,the future research of live streaming e-commerce is prospected to promote the research and development in the field of live streaming e-commerce.