Research on the Impact of Social Media Live-Streaming on Consumer Purchasing Behavior and Its Coping Strategies

Due to the rapid development of network technology and the popularity of live-streaming,more and more businesses and individuals are using live-streaming to promote their products,giving rise to a new marketing model of social media live-streaming.Based on the social media live-streaming market,businesses or enterprises focus on tapping into new consumer demand,and social media live-streaming marketing has gradually expanded into various fields.Based on the SOR theory,this paper discusses how to improve the coping strategies of consumer purchasing behavior through social media live-streaming by analyzing the representative factors affecting consumer purchasing behavior such as anchors,brands,and live-streaming content in social media live-streaming.The results of this study will contribute to a better understanding of the relationship between social media live-streaming marketing models and consumer purchasing behavior and will help to reveal the potentials and limitations of social media live-streaming,thus providing valuable ideas and scientific basis for social media live-streaming marketing strategies.

Consumers'Purchase Intention of Geographical Indication Agricultural Products under the Background of Live-streaming Sales:An Exploratory Research Based on Grounded Theory

Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing of geographical indication agricultural products.In this study,in-depth interviews were conducted with consumers of geographical indication agricultural products.Based on grounded theory,open coding,axial coding and selective coding were performed for interview text.Finally,21 concepts,7 subcategories and 3 main categories were obtained,and a model of the formation mechanism of the purchase intention of geographical indication agricultural products under the background of live-streaming sales was constructed,that is,"consumer cognition-consumer attitude-consumer behavior".Among them,consumer cognition includes two dimensions:the type of geographical indication agricultural products and the live-streaming appeal strategy,i.e.,the personal cognition of consumer and the promotion of live-streaming host's strategy.Consumer attitude is value perception of consumers,mainly including two dimensions of functional value and emotional value.Consumer behavior is the consumer's willingness to buy.It has been concluded that the types of geographical indication agricultural products interact with the live-streaming appeal strategies.Through the intermediary of consumers'value perception,consumers'purchase intention is generated.Among them,resource-oriented geographical indication agricultural products adopt rational live-streaming appeal strategies,which can enhance the consumer's perception of functional value,thereby promoting their purchase intention;and cultural and creative geographical indication agricultural products brands adopt perceptual live-streaming appeal strategies,which can enhance the emotional value perception of consumers,thereby promoting their purchase intention.

制造类企业实施ERP与Ecommerce的优先性分析

文中主要对目前国内制造业在实施ERP和Ecommerce的优先性这一问题进行了分析。提出在企业的实施过程中应该先进行ERP的实施,而后进行Ecommerce的实施,并对做出这个提议的原因进行了分析,以及就这种实施过程中存在的问题以及可以采取的措施进行了论述。

数字化转型背景下电商专业课程教学的改革实践研究——以电子商务数据分析课程为例

数字经济的蓬勃发展和职业教育的高质量发展要求职业教育课程教学必须革新,要把教育和智能信息技术结合起来,构建教学新模式,实现课程教学数字化转型。电子商务数据分析课程教学利用大数据、人工智能等数字技术,重构数字化教学新内容;建设数字化课程思政资源库;精准分析学生学情数据,构建数字化教学新模式,搭建数字化教学评价新体系,以期促进高职电子商务数据分析课程教学的数字化转型,培育能够适应数字时代的商务数据分析新人才。

电商直播“带货热”存在的问题及对策研究

近几年,直播带货迅速发展,成为当下较为火爆的电商营销方式。这种创新型的营销方式,降低了部分不必要的费用,方便进行销售,便捷了当下人们的生活方式。但是,也存在一些问题,例如产品售后问题难以得到保障、虚假宣传现象、产品质量无法得到改善、主播人员素质较低等等。根据存在的问题提出了建立售后保障机制、注重产品查验、制定行业政策、加强消费者的监督功能等对策,旨在对电商直播带货行业的发展有一定借鉴意义。

Live-streaming selling strategies for competitive firms

The booming live-streaming commerce has significantly changed the traditional e-commerce model,thus attracting much attention from both industry and academia.In recent years,an increasing number of scholars have applied analytical models to explore live-streaming strategies for firms in different scenarios.However,the previous literature mainly considers monopolists,while in the real world,competition is not rare.To fill this gap between the literature and practical observations,this paper applies a game theoretical model to study live-streaming adoption and pricing strategy for firms under competitive environments.The results show that,for competitive firms,the equilibrium strategy depends on the relation between the commission rate and the intensity of the market expansion effect.Additionally,compared to the case in which no firm adopts live-streaming,competitive firms do not always benefit from the adoption of live-streaming selling.The paper also shows that competition plays a negative role in inducing a firm to adopt live-streaming.

带货男主播的数字化性别表演与权力关系新变——以男性美妆带货主播的劳动实践为例

电商平台的带货男主播在数字化性别表演的前台和后台实践中,构建了男性气质的流动化形态,有效规避了针对“男性气质危机”的批评。通过情感劳动的“深层表演”,男主播不断满足观众的情感需求和想象,进而引导女性消费,将直播间变为消费文化和性别文化合谋的场域。这一场域下的性别权力关系一定程度上模糊和消解了传统的两性“凝视”关系,形成互利互惠的新态势。与此同时,消费视角下的性别话语始终未能摆脱父权制的桎梏,亟待从政策监管等维度推进变革。

党的二十大精神下跨境电商赋能共同富裕的趋势与逻辑

大力发展跨境电商能够有效推动我国共同富裕目标的实现。党的二十大精神对跨境电商带来诸多影响,这些会影响与作用到跨境电商自身的发展趋势及其对共同富裕的推动效用。通过解读党的二十大精神,认为跨境电商将迎来包括聚焦高质量发展、重视与实体经济融合、关注关键核心技术、坚持以人民为中心、推进高水平对外开放、注重合规化发展等在内的六大发展趋势。要充分发挥跨境电商对共同富裕的推动作用,应重视并顺应党的二十大精神下跨境电商新的发展趋势,通过一系列举措来加快推动跨境电商发展,提升跨境电商对共同富裕目标实现的推动效用。

区块链赋能下电商平台的网络效应重构与定价研究

平台运营模式成功的关键点在于增强网络效应,并且区块链赋能使得平台供需信息从原有中心化共享转为分布式共享。提升平台交易的信息透明度、用户转化率和复购率等,重构电商平台双边用户的网络效应,影响平台定价策略,进一步影响平台三方利润。本研究将区块链赋能下电商平台网络效应的重构描述为网络节点度的减小和强度的增加两方面,并构建传统平台和区块链赋能平台2种模式下的定价模型,对比分析区块链对电商平台、商家和消费者三方效用的影响以及最优定价策略。研究结论表明:区块链赋能平台模式下,双边用户的效用均高于传统平台模式;区块链对网络效应的重构有助于平台双边用户进一步扩大交易额和收益,同时平台倾向于更低的定价策略,区块链成为提升平台治理效能的重要技术。

直播电商的促销方式与消费者购买意愿关系研究——以感知价值为中介变量

随着网络技术的快速发展,直播电商成为一种新的电商业态。但当下直播电商的促销方式较为混杂。为探究对消费者购买意愿更有影响的促销方式,本文利用多元线性回归模型,以感知价值作为中介变量,分析折扣、满减、赠品三种促销方式对消费者购买意愿的直接影响效果。通过对所收集数据进行线性回归分析,得出在以感知价值为中介变量的购买过程中,赠品促销对消费者的购买意愿影响程度最强,希望此结论能为直播电商企业合理使用促销方式提供参考。

Impact of the COVID-19 pandemic and generational heterogeneity on ecommerce shopping styles-A case study of Sacramento,California

The COVID pandemic has accelerated the growth of ecommerce and reshaped shopping patterns,which in turn impacts trip-making and vehicle miles traveled.The objectives of this study are to define shopping styles and quantify their prevalence in the population,investigate the impact of the pandemic on shopping style transition,understand the generational heterogeneity and other factors that influence shopping styles,and comment on the potential impact of the pandemic on long-term shopping behavior.Two months after the initial shutdown(May/June 2021),we collected ecommerce behavioral data from 313 Sacramento Region households using an online survey.A K-means clustering analysis of shopping behavior across eight commodity types identified five shopping styles,including ecommerce independent,ecommerce dependent,and three mixed modes in-between.We found that the share of ecommerce independent style shifted from 55%pre-pandemic to 27%during the pandemic.Overall,30%kept the same style as pre-pandemic,54%became more ecommerce dependent,and 16%became less ecommerce dependent,with the latter group more likely to view shopping an excuse to get out.Heterogeneity was found across generations.Pre-pandemic,Millennials and Gen Z were the most ecommerce dependent,but during the pandemic they made relatively small shifts toward increased ecommerce dependency.Baby Boomers and the Silent Generation were bimodal,either sticking to in-person shopping or shifting to ecommercedependency during the pandemic.Post-pandemic intentions varied across styles,with households who primarily adopt non-food ecommerce intending to reverse back to in-person shopping,while the highly ecommerce dependent intend to limit future in-store activities.

基于共生耦合理论探究乡村三产融合发展模式——以广东省惠东县小禾洞村为例

新冠病毒感染疫情使得旅游总需求量呈现断崖式下跌,休闲农业营业收入占比逐年下降,旅游业带动农业发展的三产融合经济效应锐减。基于此,该文引入共生耦合理论,以广东省惠东县小禾洞村为例,系统分析乡村三产融合的困境与目标,提出以政府、助农MCN机构、乡村品牌官、有机农场和农民为主的“五元四系”三产共生耦合系统,助农MCN机构发挥核心引擎作用,创新三产融合发展,以期为拓展壮大产业奠定基础。

数字贸易背景下跨境电商人才书证融通实践路径研究

当前,数字贸易作为新一轮经济全球化的重要驱动力,促进了数字产业化和传统产业数字化转型,亟须大量懂商业、懂贸易、懂技术的复合型跨境电商人才的支撑.以“1+X”书证融通为路径培养符合产业发展和企业需求的人才是构建技能型社会的必然要求.针对“1+X”书证融通实施的共性难点,职业院校可以通过构建试点保障机制、重构人培方案、融通课程内容、深化产教融合和促进学习成果转化等方面畅通书证融通实践路径,为数字经济社会提供数字人才支撑.

莆田跨境电商产业生态圈的调研及建议

跨境电商作为发展速度快、潜力大、带动作用强的外贸新业态,已经成为我国外贸增长的新引擎。莆田市是全国较早开展跨境电商的城市之一,具备打造跨境电商生态圈的基础条件与优势,但发展却面临国际物流时效较差成本居高、专业服务载体不足功能不全、行业流量增长放缓融资困难、税收政策问题凸显制约发展、跨境电商人才短缺难引难留等诸多现实难题。为此,建议从做大产业规模、提升产业层次、打造专业园区、拓展物流通道、提升金融服务、推进人才培育等方面加快打造全产业链跨境电商生态圈。

跨境电商绑卡类支付的优化方案

文章介绍了跨境电商在应对各类绑卡支付交易中遇到的问题,阐述了方案必要性、设计出发点和优化方式。针对主流业务场景,从不同角度展示了关键实施要点,旨在推动支付细分和交易优化,也为全球化电商企业建立和拓展跨境支付系统,提供一些参考建议。

北京地区旅游企业信息化发展状况调查

从总体上看,北京地区旅游企业已经跨过了信息化的初级阶段。与发展程度相对应,软件使用和数据标准化成为影响旅游企业信息化发展的重要因素。除此以外,人才培养、政策选择、网络安全和技术的采用等也是信息化过程中需要注意的基本问题。企业在信息化过程中所呈现的不平衡性,既表现出了某种不足,也预示着某种资源配置的合理性。企业信息化取决于技术的进步和业务的发展变化,技术、业务和人的有效结合也许才是旅游电子商务发展的真谛。

顾客体验与商户线下存在对社区O2O电商接受意向的影响研究

在深入调研社区O2O电商模式特点的基础上,系统地分析了用户线下体验和商户线下存在两个社区O2O特征变量对消费者接受意向的影响;着重研究了这两个前因变量对于感知有用性、易用性、信任及感知风险等技术因素和消费者心理因素的影响机理。实证分析表明顾客体验对感知易用性、感知有用性和信任有积极影响,对感知风险影响不显著;商户线下存在对感知易用性和信任有积极影响,对感知风险有负向影响;感知易用性、感知有用性和信任显著影响行为意愿,而感知风险对消费者行为意向影响不显著。

电子商务与ERP的集成是企业的有效管理模式

电子商务将给企业管理带来一次革命性的变革 ,企业管理信息系统将随之变化 .本文从现代企业管理模式入手 ,讨论如何吸取 ERP系统的管理思想和有用模块 ,扬弃 ERP管理系统中过时的模块 ,并揉和电子商务的功能 ,开发新的模块 ,形成新的企业管理信息系统 .

一种P2P电子商务平台的设计

将P2P应用于电子商务,面临的首要挑战就是如何表达和存储电子商务数据,及如何高效的搜索到所需数据[13].针对该问题提出了一种Peer-to-Peer模式的电子商务平台DEP模型,借鉴了DNS[8]及JXTA[7]的思想,利用多级分布式索引对peers进行半结构化管理.实验结果显示DEP具有很好的可扩展性,同时与传统模型相比可以很大程度地降低数据检索时的查询路由次数及系统的通讯量.

跨境电子商务物流模式创新与发展趋势

跨境电子商务发展迅速,但跨境物流尚未适应其发展,二者无法实现协同发展。跨境物流网络系统缺乏协同,具体表现在仓储、运输、海关、配送等物流功能缺乏协同,国内物流、国际物流与目的国物流衔接缺乏协同,跨境物流与语言、习俗、技术、政策等物流环境缺乏协同。目前跨境物流的主要模式包括国际邮政小包、国际快递、海外仓、国际物流专线、边境仓、保税区与自贸区物流、集货物流、第三方物流与第四方物流等。未来跨境电子商务物流发展,需要推动跨境电子商务与跨境物流的协同发展和跨境物流网络协同;采用多种跨境物流模式共用的方式,推动以第四方物流为代表的物流外包模式升级,实现跨境物流本地化运作,加强与本土物流公司合作等。