直播特征、粉丝特征对直播带货商业化效果的影响研究  

A study on the influence of webcast features and fans′characteristics on the commercialization effect of live streaming

作　　者：李睿 陈昕[1] 涂建文 黄紫晴 LI Rui;CHEN Xin;TU Jianwen;HUANG Ziqing(Guangdong University of Finance,Guangzhou 510521,China)

机构地区：[1]广东金融学院,广东广州510521

出　　处：《技术与市场》2022年第8期144-149,共6页Technology and Market

基　　金：2021年度广东省教育科学规划课题(2021GXJK086);2021年度国家级大学生创新创业训练项目(202111540005)。

摘　　要：直播带货日益成为重要的电商经济方式。研究以1650名淘宝直播带货主播15 d的数据为样本,检验直播特征、粉丝特征对直播带货商业化效果的影响。研究结果表明:场均观看人数、粉丝数对直播带货商业化效果具有显著正向影响。当前直播带货行业正处于发展前期,相对简单粗放,差异化、精细化不足,每场直播吸引更多的粉丝来围观,是促进消费行为、提升直播带货商业化效果的最直接手段。应从商家、平台和主播三方面进行针对性的改进与提升,以推动直播带货行业可持续发展。Livestreaming marketing has increasingly become an important economic mode of e-commerce.The study takes the data of 1650 Taobao live broadcast anchors with goods for 15 days as sample to test the impact of webcast features and fans’characteristics on the commercialization effect of live streaming.The results show that the average number of viewers and fans have a significantly positive impact on the commercialization effect of live streaming.At present,the livestreaming marketing industry is in the early stage of development,which is relatively simple and extensive,and lacks of differentiation and refinement.Each live broadcast attracts more fans to watch,which is the most direct means to promote consumer behavior and improve the commercialization effect of live streaming.Targeted improvement and promotion should be carried out from merchants,platforms and anchors,in order to promote the sustainable development of the livestreaming marketing industry.

关 键 词：电子商务 直播带货 商业化效果 直播特征 粉丝特征 

分 类 号：F724.6[经济管理—产业经济]