电商直播对消费者购买决策影响研究  

Research on the Impact of E-commerce Live Broadcast on Consumers’Purchase Decisions

作　　者：柯苗[1] KE Miao(Fujian College of Water Conservancy and Electric Power,Yongan Fujian 366000)

机构地区：[1]福建水利电力职业技术学院,福建永安366000

出　　处：《天津商务职业学院学报》2022年第6期78-83,共6页Journal of Tianjin College of Commerce

基　　金：2021年三明市社会科学研究规划课题项目“电商直播对消费者购买决策影响研究”(社科类)(项目编号21112)阶段性研究成果。

摘　　要：自2020年疫情暴发至今,直播为企业、商家及平台的电商发展带来了巨大的流量,同时对消费者的购买决策存在大量的影响潜力。本文通过AISA模型的“观看互动”“分享体验”及“购买决策”以及TAM模型的有用认知、易用认知和信任认知三个维度引出的11个变量因素,结合电商直播的特点,设计及分析市场调查问卷,在问卷分析结果的基础上对电商直播的平台发展提出了建设性意见。Since the outbreak of the epidemic in 2020,live broadcast has brought great popularity to the e-commerce development for enterprises,sellers and platforms,and has cast a lot of potential impact on consumers’purchase decisions.This paper designs and analyzes the market survey questionnaire based on the eleven variable factors derived from the three dimensions of"viewing interaction","sharing experience"and"purchase decision"of the AISA model,as well as the useful cognition,easy-to-use cognition and trust cognition of the TAM model,combines with the characteristics of e-commerce live broadcast,and puts forward constructive suggestions on the platform development of e-commerce live broadcast on the basis of the questionnaire analysis results.

关 键 词：直播电商 消费者 购买决策 

分 类 号：F724.6[经济管理—产业经济]