电商直播对线上用户购买行为的影响机制分析

Analysis of the Impact Mechanism of E-Commerce Live Streaming on Online User Purchasing Behavior

随着电子商务的迅猛发展,线上购物、数字金融以及跨境电商逐渐占据市场主流,其中,电商直播成为公众平时生活的重要组成部分。在市场中,电子商务平台作为物品、服务、技术的提供方,线上用户作为对应的接收方,进而形成搜索、传播、评价等行为对电商平台进行反馈,二者之间的“交流”在信息时代不断被深化,同时也加剧了电商平台之间的竞争和市场的争夺。电商直播作为电子商务新业态,电商直播具有即时性、普惠性、多元性等发展特征,开启了新一轮消费模式的转变与升级,本文通过探究电商直播对线上用户购买行为的具体影响,来分析内部机制,以期望提出有效建议,同时,构建与电商直播业态相适应的新型电商环境,对于推动经济高质量发展具有重要价值。

With the rapid development of e-commerce, online shopping, digital finance, and cross-border e-commerce have gradually become the mainstream of the market. Among them, e-commerce live streaming has become an important component of the public’s daily life. In the market, e-commerce platforms act as providers of goods, services, and technology, while online users act as corresponding recipients, forming behaviors such as search, dissemination, and evaluation to provide feedback to e-commerce platforms. The “communication” between the two is constantly deepening in the information age, while also intensifying competition and market competition between e-commerce platforms. As a new form of e-commerce, e-commerce live streaming has the characteristics of real-time, inclusive, and diversified development, which has opened up a new round of transformation and upgrading of consumption patterns. This article explores the specific impact of e-commerce live streaming on online user purchasing behavior, analyzes internal mechanisms, and proposes effective suggestions. At the same time, building a new e-commerce environment that is suitable for the e-commerce live streaming form is of great value in promoting high-quality economic development.