新媒体视域下青年消费者参与直播购买的影响因素研究

Research on the Influencing Factors of Young Consumers’ Participation in Live Broadcast Purchase from the Perspective of New Media

摘要: 数字技术的发展带来网络购物模式的转变，电商直播应运而生。电商直播以其游戏化的直播策略、多元化的直播主体、在地化的场景直播方式在青年网民中广受欢迎，青年网民成为网络空间中不可忽视的消费群体，但其在网络平台中参与直播购物的影响因素还有待进一步探讨。本文结合电商直播的发展现状，通过对青年消费群体参与直播购买的特征和行为动机进行分析，进而讨论青年网民参与直播购买的影响因素，借此表明网络文化对青年群体产生的影响。

Abstract: The development of digital technology has brought about a change in online shopping patterns, and e-commerce live streaming has come into being. E-commerce live streaming is widely popular among young netizens due to its gamified live broadcast strategy, diversified live broadcast subjects, and localized scene live broadcast methods, and young netizens have become a consumer group that cannot be ignored in cyberspace, but the influencing factors of their participation in live shopping on online platforms need to be further explored. Based on the development status of e-commerce live streaming, this paper analyzes the characteristics and behavioral motivations of young consumers participating in live streaming purchases, and then discusses the influencing factors of young netizens’ participation in live streaming purchases, so as to show the impact of online culture on young people.