茶叶电商直播中消费者购买行为影响因素分析——以杭州余杭为例  

Analysis of the Influencing Factors of Consumer Purchasing Behavior in the Live Broadcast of Tea E-commerce——A Case Study of Yuhang,Hangzhou

作　　者：袁薇 苗森 曾卉知 YUAN Wei;MIAO Sen;ZENG Huizhi(Zhejiang Shuren College,Hangzhou 310015,China;Hangzhou Jingshan Tea Development Co.,Ltd.,Yuhang 311100,China)

机构地区：[1]浙江树人学院,浙江杭州310015 [2]杭州径山茶发展有限公司,浙江余杭311100

出　　处：《中国茶叶》2025年第4期30-37,47,共9页China Tea

基　　金：2022年余杭茶产业人才综合素质提升规划研究(2022SK044);2024年度浙江省现代服务业研究中心开放基金项目(SXFJT202404)。

摘　　要：从电商直播特征、余杭茶叶电商直播现状和消费者购买行为特点入手,探讨茶叶电商直播中影响消费者购买行为的因素。研究分析主播服务、消费者自身冲动特质等因素之间的主要作用关联并提出研究假设,利用问卷星开展问卷调查,对假设情况进行检验。研究发现电商主播专业度和魅力性、促销策略、茶叶产品自身价值能明显促进消费者购买余杭径山茶的意愿,并提高购买行为发生率,个人性别、年龄、消费习惯与经济收入水平在其中可起到调节作用,但不如购买动机、认知和信任等心理因素作用明显。根据研究结果,文章从主播服务、电商平台直播间设置等角度出发,提出相关建议,以提高杭州余杭茶叶电商直播效果。Starting from the characteristics of e-commerce live broadcast,the status of Yuhang tea e-commerce live broadcast,and the characteristics of consumer purchasing behavior,the influencing factors of consumer purchasing behavior in tea e-commerce live broadcast were discussed.In this study,the main relationship between anchor service and consumers'own impulsive characteristics were analyzed,research hypotheses was put forward,and a questionnaire survey with Questionnaires to test the hypotheses was conducted.The results show that the professionalism and charm of e-commerce anchors,promotion strategies and the value of tea products could obviously promote consumers'willingness to buy Yuhang Jingshan tea leaves and increase the incidence of purchase behavior.Personal gender,age,consumption habits and economic income level can play a regulatory role,but not as obvious as psychological factors such as purchasing motivation,cognition and trust.According to the research results,some suggestions were put forward from the perspectives of anchor service and the setting of live broadcast room of e-commerce platform,so as to improve the live broadcast effect of industrial e-commerce in Yuhang,Hangzhou.

关 键 词：茶叶 电商直播 消费者 购买行为 影响因素 

分 类 号：TS272.5[农业科学—茶叶生产加工] F724.6[轻工技术与工程—农产品加工及贮藏工程]