基于分位数回归的直播电商对消费行为的影响因素分析

Factor Analysis of the Influence of Live E-commerce on Consumer Behavior Based on Quantile Regression

电商直播作为一种新型的商业模式,顺应了当下经济社会的发展趋势。为了让消费者树立正确的消费理念,增强维权意识,避免盲目从众的消费行为,提出了运用SPSS对直播电商数据进行多元线性回归分析。通过构建数据模型及SPSS数据分析,结果表明:电商直播的优惠力度、消费者信任、购买意愿、观看直播愉悦感对消费行为有显著正向影响,而互动性对消费行为呈负相关影响。建议商家应通过营造良好的直播氛围、打造专业主播、适度安排优惠活动的方式,提升营销效果。

As a new business model,live e-commerce conforms to the current economic and social development trend.In order to allow consumers to establish the correct consumption concept,enhance the awareness of rights protection,and avoid the blind herd consumption behavior,a multiple linear regression analysis of live e-commerce data using SPSS is proposed.Through constructing data model and SPSS data analysis,the results show that:the discount intensity of live e-commerce,consumer trust,willingness to purchase,and pleasure of watching live broadcast have significant positive influence on consumption behavior,while interactivity has a negative correlation on consumption behavior.It is suggested that merchants should enhance the marketing effect by creating a good atmosphere for live streaming,creating professional anchors,and moderately arranging preferential activities.