上行比较对美妆产品消费者购买意愿的影响研究——基于明星直播带货  

Research on the Impact of Upward Comparison on Consumer Purchase Intention of Beauty Products—Based on Celebrity Live Streaming Sales

作　　者：郭浩 

机构地区：[1]云南民族大学管理学院(会计学院),云南 昆明

出　　处：《管理科学与工程》2024年第3期668-676,共9页Management Science and Engineering

摘　　要：随着我国移动互联网的发展,智能手机和短视频用户迅速增长,传统企业的营销模式也在不断追求创新、寻求改变,以适应这个不断快速变化的市场。因此,直播带货这种近年来迅速兴起的营销模式被越来越多的企业应用。一方面,企业能够通过直播带货提高企业形象、提升品牌价值,另一方面,能够提升产品的销售额度。目前直播电商已成为网络购物用户购买商品的重要途径之一。根据果集数据,截止到2023年5月,国内美妆零售总额扩大至1619亿元,占社会消费品零售总额0.88%,国内消费者对于美妆投入增加,消费意愿明显提升。本文研究目的就是探究直播带货过程中,明星主播所引起的上行比较对消费者购买意愿的影响,了解明星主播对消费者购买决策的影响程度。并且通过分析明星主播所带来的心理影响,来评估主播在推荐美妆产品时的影响力,以及其对消费者购买意愿的潜在影响。With the development of China’s mobile Internet, the number of smart phone and short video users is growing rapidly, and the marketing model of traditional enterprises is also constantly pursuing innovation and seeking change to adapt to this rapidly changing market. Therefore, the marketing model of live streaming sales, which has rapidly emerged in recent years, is being applied by more and more enterprises. On the one hand, enterprises can enhance their corporate image and brand value through live streaming sales, and on the other hand, they can increase the sales volume of their products. Currently, live streaming e-commerce has become one of the important ways for online shopping users to purchase goods. According to Guoji data, as of May 2023, the total retail sales of domestic beauty products have expanded to 161.9 billion yuan, accounting for 0.88% of the total retail sales of consumer goods in society. Domestic consumers have increased their investment in beauty products and their willingness to consume has significantly increased. The purpose of this study is to explore the impact of upward comparison caused by celebrity anchors during live streaming sales on consumer purchase intention. Understand the degree to which celebrity anchors influence consumer purchasing decisions. And by analyzing the psychological impact brought by celebrity anchors, evaluate the influence of anchors in recommending beauty products and their potential impact on consumer purchase intention.

关 键 词：上行比较 直播 购买意愿 

分 类 号：F27[经济管理—企业管理]