摘要
[目的/意义]直播带货平台作为一种新型消费形态,其发展中面临的相关问题也逐渐引起产业界和学者的关注。研究直播带货平台用户信息交互效果评价有利于更好地推动直播电商的发展。[方法/过程]本文基于信息生态视角从信息环境、信息技术、信息和信息人4个维度构建交互界面、交互功能、交互内容、交互主体4个一级指标和17个二级指标,利用层次分析和模糊综合评价,结合5个典型直播带货平台开展实证分析。[结果/结论]研究结果表明,交互主体是评价直播带货平台用户信息交互效果的主要指标,其相对于其他一级指标而言给用户信息交互效果带来的影响最大。二级指标数据结果表明,用户交互满意度、交互功能时效性是用户最为关注的内容,其对信息交互效果的影响远超于交互界面美观度。数据结果表明,平台能从交互主体和交互功能方面来快速提高信息交互效果,且能根据指标体系权重衡量其自身交互设计的不足,并采取针对性的改进措施。所构建的评价指标具有较好的操作性和实用性,可以为直播带货平台交互性建设提供理论和方法上的指导。
[Purpose/Significance]The development of live streaming commerce has gradually attracted the attention of the industry and scholars.The research about the evaluation of user information interaction effect of live streaming platform is conducive to better promoting the development of live streaming e-commerce.[Design/Methodology]Based on the perspective of information ecology,this paper constructed four first-level indicators and 17 second-level indicators of interactive interface,interactive function,interactive content,and user perception from the four dimensions of information environment,information technology,information and information person.The research applied AHP and Fuzzy analytical method to evaluate five typical live-streaming platforms in China.[Results/Conclusion]The research results show that the user perception is the main indicator for evaluating the user information interaction effect of the live streaming platform,and it has the greatest impact compared with other first-level indicators.The results of the secondary indexes show that user interaction satisfaction and timeliness of interaction functions are the most important concerns of users,and their influence on the information interaction effect far exceeds that of interaction interface aesthetics.The data results show that the platform can quickly improve the information interaction effect by improving the interaction subject and interaction function,and can measure the shortcomings of its own interaction design according to the index system weights,and take targeted improvement measures.The evaluation indexes constructed have good operability and practicality,and can provide theoretical and methodological guidance for the construction of the interactivity of live-streaming with goods platform.
作者
王晰巍
刘婷艳
李玛莉
Wang Xiwei;Liu Tingyan;Li Mali(School of Business and Management,Jilin University,Changchun 130012,China;Research Center for Big Data Management,Jilin University,Changchun 130012,China;Cyberspace Governance Research Center,Jilin University,Changchun 130012,China)
出处
《现代情报》
CSSCI
2022年第11期17-26,共10页
Journal of Modern Information
基金
国家社会科学基金重大项目“大数据驱动的社交网络舆情主题图谱构建及调控策略研究”(项目编号:18ZDA310)。
关键词
直播带货
用户
信息交互
效果评价
live streaming commerce
user
information interaction
effect evaluation
