直播营销中的消费行为研究综述  

A Review of Consumer Behavior Research in Live Streaming

作　　者：李茸 毕雯雯[2] LI Rong;BI Wenwen(School of Management and Economics,Beijing Institute of Technology,Beijing 100081,China;School of Economics and Management,Yan’an University,Yan’an Shaanxi 716000,China)

机构地区：[1]北京理工大学管理与经济学院,北京100081 [2]延安大学经济与管理学院,陕西延安716000

出　　处：《科技和产业》2022年第9期279-282,共4页Science Technology and Industry

摘　　要：随着网络直播购物的兴起与火爆,直播营销成为学术界的研究热点。从3个方面对现有文献进行整理:探究网络直播的营销逻辑,揭示出人、产品、场景和信息是直播营销的基本要素;梳理直播营销研究中的常用理论;架构直播营销模式的研究框架,总结场景氛围、主播特征、产品价值、信息互动、消费者个体因素、关系互动等6方面因素对消费者行为的影响,并探究其作用过程。旨在为直播营销的深入研究提供参考和建议。With the rise of E-commerce live broadcast shopping,how E-commerce live broadcast mode promotes consumer behavior decision-making has become a research hot spot in the academic field.The existing literature mainly focus on three perspectives:Researching on e-commerce live broadcast marketing logic,tease out the key elements such as anchor,products,scene and information.Based on the interaction characteristics,the research summarized the relevant theories in e-commerce live marketing.Build the research framework and summarizes the factors influence consumer behavior and explores behind mechanism.The study aims to provide suggestions for depth research in the field of E-commerce live broadcast.

关 键 词：直播营销 主播 SOR(刺激-机体-反应)理论 消费者行为 

分 类 号：F274[经济管理—企业管理]