电商直播效果与影响因素的关系分析  

Analysis of the Relationship between the Effect of Live Ecommerce and Its Influencing Factors

作　　者：张宝明[1] 夏悦 杨晨宇 ZHANG Baoming;XIA Yue;YANG Chenyu(School of Business University of Shanghai of Science&Technology)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《系统仿真技术》2021年第3期216-220,共5页System Simulation Technology

基　　金：上海市一流学科(S1205YLXK);上海张江国家自主创新示范区人才培养(Z1703ZZ01)。

摘　　要：电商直播平台与主播的影响力和专业度、商品质量与售后服务等因素,会影响电商直播的带货持续时间、交易人数以及相关各方的收益。文章梳理了电商直播的运作过程,分析了网络信息传播原理和网络演化博弈理论,构建了负面信息和正面信息的传播模型。鉴于电商直播相关数据难以获取,借助NetLogo平台,编写了相关的程序进行仿真。结果显示,商品质量与售后服务决定了直播的带货持续时间,且存在临界值;直播平台与主播的影响力也会对直播的带货持续时间产生反向影响,影响力越大,带货持续时间越短;交易人数具有一定的随机性、非线性性,并不完全受商品质量与售后服务及直播平台与主播影响力的控制。Factors such as the influence and professionalism of e-commerce live broadcasting platform and anchor,commodity quality and after-sales service will affect the delivery duration of e-commerce live broadcasting,the number of transactions and the income of relevant parties.This paper combs the operation process of live e-commerce,analyzes the principle of network information dissemination and network evolutionary game theory,and constructs the dissemination model of negative information and positive information.In view of the difficulty in obtaining data related to live e-commerce,relevant programs are written on the Netlogo platform for simulation.The results show that the product quality and after-sales service determine the delivery duration of live broadcast,and there is a critical value;The influence of the live broadcast platform and the anchor will also have a negative impact on the delivery duration of the live broadcast.The greater the influence,the shorter the delivery duration;The number of transactions is random and nonlinear,which is not completely controlled by the quality of goods and after-sales service,and the influence of live broadcast platform and anchor.

关 键 词：电商直播 网络信息传播 网络演化博弈理论 售后服务 主播影响力 

分 类 号：TP391[自动化与计算机技术—计算机应用技术] F713[自动化与计算机技术—计算机科学与技术]