鞋服直播带货中大学生群体的消费心理分析  

Consumption Psychology Analysis of College Students in Live Streaming of Footwear and Clothing

作　　者：孙圣雅[1] SUN Sheng-ya(Yantai Automobile Engineering Professional College,Yantai 265500,China)

机构地区：[1]烟台汽车工程职业学院,山东烟台265500

出　　处：《中国皮革》2023年第1期129-131,共3页China Leather

摘　　要：随着各行各业不断深入数字化转型,我国越来越多的鞋服企业也探索出直播带货的营销之路。为促进鞋服领域直播营销稳定持续发展并引导大学生合理消费,本文分析了鞋服直播在不同消费阶段区别于传统营销的主要特征,深入剖析了大学生群体在鞋服直播带货中的消费心理。从直播受众和鞋服企业两个角度提出借鉴性对策:增强大学生消费群体的信息筛查能力,不断促进大学生理性消费;注重鞋服直播中的主播效应,根据关键要素优化直播营销中的策略要点。With all walks of life continue to deepen the digital transformation,and more and more footwear and clothing enterprises in China have also explored the way of live broadcast with goods marketing.In order to promote the stable and sustainable development of live broadcast marketing in footwear and clothing fields and guide college students to consume reasonably,this paper analyzed the main characteristics of live broadcast of footwear and clothing that were different from traditional marketing in different consumption stages,and deeply studied the consumption psychology of college students in live broadcast of footwear and clothing.The referential countermeasures were put forward from the perspectives of live broadcast audience and footwear and clothing enterprises inchuding enhancing the information screening ability of college students’consumer groups,constantly promoting college students’rational consumption and paying attention to the anchor effect in the live broadcast of footwear and clothing,and optimizing the strategic points in the live broadcast marketing according to the key elements.

关 键 词：消费心理 鞋服直播带货 大学生群体 电商营销 

分 类 号：TS56[轻工技术与工程—皮革化学与工程]