消费者对“东方甄选”直播带货产品购买意愿影响因素研究.docxVIP

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摘要

直播带货是一种新型的具备社交属性的购物方式，给电商行业带来更大的流量，成为网络购物新的增长点。随着互联网和电子商务不断发展，网络购物的消费方式深度融入消费者的日常生活。2021年年底，“被双减”的新东方在线开始转型电商直播，创新电商直播带货新模式，并且在半年后在短视频平台爆火出圈。本文基于国内外电商直播和消费者行为等方面的研究，通过对观看过东方甄选直播带货的人群进行问卷调查，从产品特征、商家主播特征、风险感知特征三个维度来探究消费者对东方甄选直播带货产品购买意愿的影响因素因素，最后通过实证分析得出结论：质量品质、价格优惠、主播个人魅力、传递知识价值、及时售后服务、快递物流速度这些变量通过了显著性检验，影响了消费者的购买意愿。基于结论，本文提出提高东方甄选直播带货消费者购买意愿的相关对策建议。

关键词：消费者，东方甄选，直播带货，购买意愿

ABSTRACT

Livedeliveryisanewtypeofshoppingwithsocialattributes,whichbringsgreatertraffictothee-commerceindustryandbecomesanewgrowthpointofonlineshopping.WiththecontinuousdevelopmentoftheInternetande-commerce,theconsumptionmodeofonlineshoppingisdeeplyintegratedintothedailylifeofconsumers.Attheendof2021,NewOrientalOnline,whichwasdoublereduced,begantotransforme-commercelivebroadcasting,innovatethenewmodeofe-commercelivebroadcasting,andexplodedintheshortvideoplatformhalfayearlater.Basedontheresearchofe-commercelivebroadcastandconsumerbehaviorathomeandabroad,thispaperconductsaquestionnairesurveyonthepeoplewhohavewatchedtheOrientalselectionlivebroadcastwithgoods,andexplorestheinfluencingfactorsofconsumerspurchaseintentionofOrientalselectionlivebroadcastwithgoodsfromthreedimensions:productcharacteristics,businessanchorcharacteristicsandriskperceptioncharacteristics.Finally,throughempiricalanalysis,itisconcludedthatthevariablesofqualityquality,pricepreference,anchorpersonalcharm,knowledgevalue,timelyafter-salesserviceandexpresslogisticsspeedhavepassedthesignificancetest,affectingconsumerspurchaseintention.Basedontheconclusion,thispaperputsforwardrelevantcountermeasuresandsuggestionstoimprovethepurchaseintentionofconsumersinOrientalselectionlivebroadcast.

Keywords:Easternselection,consumer,Purchaseintention

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一绪论

（一）研究背景与意义

目前，电商直播已经表现出较强的发展潜力，直播带货也成为推动经济快