武汉市中青年群体电商直播购买行为研究

Research on E-Commerce Live Purchase Behavior of Young and Middle-Aged Groups in Wuhan

摘要: 购买力的大小是电商直播能否稳步发展的前提和基础。中青年无疑是购买力最强大的群体，研究分析其在电商直播中的购买行为，适时对直播形式和策略进行有针对性地调整与改进，对于电商直播行业的发展具有重要意义。本文主要运用归纳分析、比较分析法，通过发放问卷，随机调查了武汉市中青年群体在参与电商直播中的购买习惯、消费动力、过程满意度、消费维权意识等诸要素，研究各要素影响购买力效应的大小，从而提出针对性建议。

Abstract: The size of purchasing power is the premise and foundation for the steady development of e-commerce live broadcasting. Young and middle-aged people are undoubtedly the group with the strongest purchasing power and it is of great significance for the development of the e-commerce live broadcast industry to study and analyze their purchasing behavior in e-commerce live broad-casting, and to adjust and improve the live broadcast form and strategy in a timely manner. This paper mainly uses inductive analysis and comparative analysis methods to randomly investigate the purchasing habits, consumption motivation, process satisfaction, consumer rights protection awareness and other factors of young and middle-aged groups in Wuhan participating in e-commerce live streaming through questionnaires, and studies the influence of each element on purchasing power, so as to put forward targeted suggestions.