短视频直播营销对消费者购买行为的影响及策略  

Analysis on the Influence of Short Video Live-Streaming Marketing on Consumers’Purchase Behavior and Countermeasures

作　　者：吴静 郭彩萍 Wu Jing;Guo Caiping(Changzhi Open University,Changzhi,Shanxi,046000)

机构地区：[1]长治开放大学,山西长治046000

出　　处：《山西开放大学学报》2025年第2期95-98,共4页Journal of Shanxi Open University

摘　　要：随着互联网技术的推广与应用,短视频直播营销成为一种新兴的营销方式。文章分析了感知价值、个体认知、情绪价值、需求满足对消费者购买行为的影响,提出了增强内容多样性、提升用户互动体验、实施精准营销、加强数据分析、注重品牌营销等策略,加深消费者对产品、品牌关系及情感层面的认知,从而产生购买意愿与行为。This study analyzes the influence of perceived value,individual cognition,emotional value and demand satisfaction on consumers’purchasing behavior,and puts forward some countermeasures to improve short video marketing,such as enhancing content diversity,enhancing user interaction experience,precision marketing,strengthening data analysis and strengthening brand marketing,in order to provide effective strategies for the development of short video live-streaming marketing in the new era.

关 键 词：短视频 直播营销 购买行为 个性化体验 

分 类 号：F274[经济管理—企业管理]