电商直播发展建议——基于消费者视角

Development Suggestions of E-commerce Live Streaming——Based on Consumer Perspective

新冠疫情反复肆虐的大背景下,各行各业都处于低谷期,尤其零售行业遭受严重冲击,直播平台的流量优势使得了“电商+直播”这一带货模式成为当前背景下零售业的销售方式。文章将交互性、促销活动、娱乐性、意见领袖等变量作为自变量,购买情绪作为结果变量,经过信效度及回归分析得到回归方程:购买情绪=0.374 (交互性)+0.358 (促销活动)+0.436 (娱乐性)+0.276 (意见领袖)。提出以下四点建议:重视与消费者的互动;把握优惠活动,关注产品质量;提高娱乐性,吸引观众;依靠意见领袖,培养明星主播。

In the context of the repeated ravages of the novel coronavirus epidemic,all industries are at a low ebb,especially the retail industry suffered a severe impact.The traffic advantages of live streaming platforms make the"e-commerce+live streaming"model become the sales mode of the retail industry in the current background.In this paper,variables such as interactivity,promotional activities,entertainment and opinion leaders are taken as independent variables,and purchasing sentiment is taken as result variable.After reliability and validity analysis and regression analysis,the regression equation is obtained:Purchasing sentiment=0.374(interactive)+0.358(promotional activities)+0.436(entertainment)+0.276(opinion leaders).The following four suggestions are put forward:Attach importance to the interaction with consumers;grasp the preferential activities,pay attention to product quality;improve the entertainment,attract the audience;cultivate star anchors by relying on opinion leaders.