电商直播情境下消费者购买意愿影响探析  

An Analysis of the Influence of Consumers Purchase Intention in the Context of E-commerce Live Streaming

作　　者：韩婷 张向红 Han Ting;Zhang Xianghong(Ma'anshan Technician College,Ma'anshan Anhui,243000,China)

机构地区：[1]马鞍山技师学院,安徽马鞍山243000

出　　处：《安徽冶金科技职业学院学报》2024年第3期77-78,81,共3页Journal of Anhui Vocational College of Metallurgy and Technology

基　　金：安徽省职业与成人教育学会2023年教育教学研究规划课题《网店运营课程“3+2”互动教学探索与实践》(课题编号:AZCJ2023128)。

摘　　要：本文深入探讨了在电商直播中,主播、产品、营销与价格、平台供应链物流和售后如何影响消费者的购买意向,旨在为电商直播平台和商家提供策略和建议,以增强消费者的购买意向,提高直播平台销量。This article delves into how anchors,products,marketing and pricing,platform supply chain logistics,and after-sales affect consumer purchasing intentions in e-commerce live streaming.The aim is to provide strategies and suggestions for e-commerce live streaming platforms and merchants to enhance consumer purchasing intentions and increase sales on live streaming platforms.

关 键 词：电商直播 直播情境 直播平台 购买意愿 

分 类 号：F724.6[经济管理—产业经济] F713.55