摘要
在数字经济赋能短视频快速发展背景下,基于“飞瓜数据”平台,以抖音短视频为个案,运用文献资料、数理统计等方法,分析研究了我国体育用品短视频直播带货现状及其影响因素。现状分析表明:我国体育用品短视频直播带货存在地区、性别、年龄等差异。影响因素研究得出:直播带货场均观看人数、直播带货场次数、直播带货平均客单价对直播带货销售额具有显著正向影响。其中,对直播带货销售额影响最大的是直播带货场均观看人数,其每增加1个单位,直播销量预计增加1.007696个单位,此外,直播带货场次数与直播带货平均客单价的上升也能在不同程度上提升直播带货销售额。最后,根据研究结果提出对策建议:充分利用数字技术,提升直播带货效益;丰富直播带货内容与形式,为直播带货“引流”;调整所售商品定价策略,提高直播带货平均客单价;完善售后服务体系,增加商品回购率。
Under the background of the rapid development of short video enabled by the digital economy,based on the platform of"Feigua Data",taking Tiktok short video as a case,this paper analyzes and studies the current situation and influencing factors of short video live delivery of sports goods in China by using literature,mathematical statistics and other methods.The current situation analysis shows that there are regional,gender,and age differences in the short video live streaming sales of sports goods in China.The research on influencing factors shows that the average number of viewers,number of times,and average unit price of live streaming goods have a significant positive impact on the sales of live streaming goods.Among them,the biggest impact on the sales of live streaming goods is the average number of viewers in the live streaming goods yard.For each increase of 1 unit,the sales of live streaming are expected to increase by 1.007696 units.In addition,the increase in the number of live streaming goods yards and the average unit price of live streaming goods can also improve the sales of direct streaming goods to varying degrees.Finally,based on the research results,countermeasures and suggestions are proposed:fully utilize digital technology to improve the efficiency of live streaming sales;Enrich the content and form of live streaming sales,and"attract"live streaming sales;Adjust the pricing strategy of the products sold and increase the average unit price of live streaming products;Improve the after-sales service system and increase the repurchase rate of goods.
作者
徐泰平
陈颇
XU Tai-ping;CHEN Po(College of Physical Education and Health Science,Chongqing Normal University,Chongqing 401331,China)
出处
《吉林体育学院学报》
2023年第4期59-68,共10页
Journal of Jilin Sport University
基金
国家社会科学基金项目(21XTY002)
重庆市教委人文社会科学研究重点项目(23SKGH064)
重庆市教委科技重点项目(KJZD-K202200503)。
关键词
数字经济
短视频
直播带货
体育用品销售
digital economy
short video
live-streamory sales
sports goods sales
