网红直播带货对购后行为的影响因素研究  

Research on the Influencing Factors of Internet Celebrity Live Broadcasting on Post-purchase Behaviors

作　　者：马瑞 阚婷婷 李岩 张婧琦 田乃旭 MA Rui;KAN Tingting;LI Yan;ZHANG Jingqi;TIAN Naixu(Tianjin University of Technology)

机构地区：[1]天津理工大学

出　　处：《中国商论》2021年第20期37-39,共3页China Journal of Commerce

摘　　要：在新冠疫情的特殊时期,网红直播带货成为潮流,而大学生正是网上购物的主力军。网红直播势头迅猛,将会对大学生的购后行为产生什么影响?本文从网红本身特点,产品以及直播内容三个维度研究网红直播带货对购后行为的影响因素。During the special period of COVID-19,Internet celebrity live broadcasting became a trend,and college students were the main force of online shopping.With the rapid development of Internet celebrity live broadcasting,what impact will it have on college students’post-purchase behaviors?This paper elaborates the influencing factors of Internet celebrity live broadcasting on post-purchase behaviors from three dimensions of the characteristics of Internet celebrity,products and contents of live broadcasting.

关 键 词：网红直播带货 购后行为 大学生 

分 类 号：F724.6[经济管理—产业经济]