摘要
在电商直播日益普及的背景下,本文分析了供应商、电商平台、主播、消费者等电商直播主体的特征及其相互关系,并基于调查数据分析了消费者在观看电商直播时的消费心理,指出优惠促销、他者行为、直播场景及多种因素对直播受众心理的影响,并针对电商直播平台、供应商、主播和消费者等电商直播主题提出了建议,对电商直播消费者消费心理这一问题进行深入探究。
Under the background of the increasing popularity of e-commerce livestreaming,this paper analyzes the characteristics and relationships of suppliers,e-commerce platforms,anchors,consumers and other e-commerce livestreaming subjects,and analyzes consumers'consumption psychology when watching e-commerce livestreaming based on survey data.It points out the influence of discount promotion,other's behavior,live scene and other factors on the audience's psychology.This paper points out the influence of preferential promotion,other's behavior,livestreaming scene and many other factors on the psychology of live broadcast audience,and puts forward some suggestions for e-commerce livestreaming themes such as e-commerce live broadcast platform,suppliers,anchor and consumers,so as to deeply explore the consumer psychology of e-commerce livestreaming.
作者
李心如
张翠英
LI Xinru;ZHANG Cuiying(Zhejiang University of Water Resources and Electric Power)
出处
《商展经济》
2021年第13期52-54,共3页
Trade Fair Economy
基金
国家大学生创新创业项目“网络直播对大学生消费的影响”(项目编号:S202011481079)。
关键词
电商直播
直播主体
消费者心理
调查
消费心理
e-commerce livestreaming
participants in livestreaming
consumer psychology
investigation
consumer psychology
