我国电商直播研究热点和前沿的可视化分析  

Visual Analysis of Hotspots and Research Frontiers of E-commerce Live-streaming in China

作　　者：金贵朝[1] 林菡密[1] JIN Guichao;LIN Hanmi(Hangzhou Normal University Qianjiang College Hangzhou,Zhejiang 310018)

机构地区：[1]杭州师范大学钱江学院,浙江杭州310018

出　　处：《中国商论》2022年第6期75-80,共6页China Journal of Commerce

基　　金：2020年浙江省教育厅科研项目“跨境电商综试区竞争力的影响因素及提升路径研究”(Y202044863)。

摘　　要：文章选取CNKI数据库中855篇“电商直播”相关的研究文献,采用文献计量和数据可视化工具,通过关键词共现网络分析、聚类分析、时间线分析等,剖析我国电商直播领域研究热点与前沿趋势。研究发现,当前电商直播正处于研究热潮期,研究热点包括电商模式、电商主播、直播营销、乡村直播等,但也存在研究的广度与深度有待提升,机构之间的合作关系有待加强等问题。未来应从多学科视域下展开电商直播的监管与治理,进行电商直播与乡村振兴、媒体融合、主播人才培养等重点领域的研究。This paper selects 855 research articles related to“e-commerce live-streaming”in CNKI database,uses bibliometrics and data visualization tools,and analyzes the research hotspots and frontier trends in the fi eld of e-commerce live-streaming in China through keyword co-occurrence network analysis,cluster analysis,time line analysis and so on.The study found that the current e-commerce live-streaming is in a hot period of research,including e-commerce model,e-commerce anchor,live marketing,rural live-streaming,etc.,but there are also problems,for example the breadth and depth of the research need to be improved,and the cooperative relationship between institutions needs to be strengthened.In the future,people should carry out the supervision and governance of e-commerce live-streaming from a multi-disciplinary perspective,and conduct research in key areas such as e-commerce live-streaming and rural revitalization,media integration,anchorman training and so on.

关 键 词：电商直播 CITESPACE 研究热点 研究前沿 知识图谱 

分 类 号：F713.36[经济管理—产业经济]