基于SOR理论的电商直播销售影响机制实证研究

An empirical study on the influence mechanism of livestreaming sales of e-commerce based on SOR theory

电商直播已经成为一种新的经济模式,越来越多的商家选择该模式进行销售商品。运用某直播运营公司在天猫和京东直播数据,以SOR理论为基础,从直播电商的视角进行销售额影响机制研究,结果发现:电商直播时段对观看人数有显著影响,选择晚间直播和在周三进行直播观看人数最多;直播经验、直播时长、成交件数和观看人数都能显著增加涨粉人数,而主播的性别对涨粉人数没有显著影响;观看人数与涨粉人数都能显著促进直播销售。研究内容拓展了以往从消费者角度进行分析的研究视角,直接从电商直播环境角度探索其内在的销售额影响机制,对商家和相关监管部门都有一定的实践和指导意义。

E-commerce livestreaming has become a new economic model,and more and more businesses choose this model to sell goods.In this paper,This paper acquired the E-commerce livestreaming data of a live streaming operation Company on Tmall and JD.com.Based on SOR theory,the influence mechanism of sales was studied from the perspective of live broadcast e-commerce.It was found that the time of E-commerce livestreaming had a significant impact on the number of viewers,and the number of viewers was the most when the l E-commerce livestreaming was conducted in the evening and on Wednesday.E-commerce livestreaming experience,E-commerce livestreaming duration,number of transactions and number of viewers can significantly increase the number of fans,while the gender of hosts has no significant effect on the number of fans.Both the number of viewers and the number of followers can significantly boost E-commerce livestreaming sales.The research content expands the previous research perspective of analysis from the perspective of consumers,and directly explores the internal sales impact mechanism from the perspective of e-commerce live broadcast environment,which has certain practical and guiding significance for merchants and relevant regulatory departments.