电商直播模式下意见领袖对消费者消费意愿的影响——以淘宝直播为例定.pdf

电商直播模式下意见领袖对消费者消费意愿的影响 —— 以淘宝直播为例 摘要:随着主流媒体技术的不断进步,网络直播平台也迅速崛起。而 线直播的蓬勃进展和直播用户的极速增 长,对于电子交易市场来说，由于其产品服 主要依赖于中小型企业，所以在推进其电子商 服务时可以借助到直 播平台来实现。以淘宝平台为例，就有很多的商家会借助意见领袖即网络主播的力量来达到营销的目的。通过 直播，可以让店铺所销售的产品更准确地展示在消费者面前，这样一来，不仅能够帮助淘宝店铺提高其曝光率和 影响力,最重要的是能够帮助其吸引到越来越多的消费者。 这种被定义为电商直播的新型销售的模式之下，越来 越多的淘宝用户开始参考意见领袖的建议并实现购买。在本文当中，首先分析和研究了淘宝直播的性质与类型， 并在此基础之上深入了解了这种模式下，各个商家是如何通过意见领袖的作用来影响消费者的购买意愿的；与此 同时，也详细的分析了其中的各种影响因素, 旨 优化网络意见领袖的信息传播效果,强化其影响力,促进电商平台 对网络意见领袖的重视,维护其发言权,丰富内容运营,营造良好的沟通平台。启发企业识别和培育网络意见领袖, 有效利用其影响力,开展有针对性的营销策略。 关键词 ：电商直播、意见领袖、 消费意愿、淘宝直播 Abstract: with the progress of streaming media technology, the network live broadcast platform also rises rapidly. Live broadcasting is no longer just a form of entertainment, but it is an important way for users to obtain information and socialize. Pan-entertainment pan-life live broadcast has entered into more subdivided vertical industries. With the vigorous development of online live broadcasting and the rapid growth of live broadcasting users, the electronic trading market, which provides e-commerce services for small and medium-sized enterprises, also provides live platform services to promote the marketing of enterprises. Taobao merchants are typical representatives of Taobao platform, using opinion leaders in the live broadcast as a new marketing method to spread their own products and platforms. Situated on the consumer live broadcast mobile phone Taobao platform, Taobao live broadcast this new marketing method can bring Taobao shop relatively high influence, attract more consumer people, under the model of e-commerce live broadcast opinion leaders affect consumer consumption will. By analyzing the characteristics and classification of Taobao live broadcast, taking Taobao live broadcast as an example, this paper analyzes the influence path and fact