电商直播中消费者购买意愿研究

Study on Consumers’ Purchase Intention in E-Commerce Live Broadcast

摘要: 消费者的购买意愿是影响消费者形成购买决策并完成购买行为的重要因素。只有消费者对产品感兴趣、信任电商直播才会产生购买意愿，进而实施购买行为。在电商直播中，产品质量、直播特性、风险感知、消费者个体特征和外部因素是影响消费者购买意愿的关键因素。当前，直播电商的产品同质化严重、售后服务欠缺、主播专业素质参差不齐等现象严重削弱消费者购买意愿。对此，应当加强产品质量管控，创新直播内容，完善售后服务，强化对直播电商的监督，从而切实保护消费者合法权益，提高消费者的购买意愿。

Abstract: Consumers’ purchasing intention is an important factor influencing the formation of their purchasing intention and the completion of their purchasing behavior. Only when consumers are interested in the product and trust the e-commerce live stream will they have the intention to purchase and then carry out the purchase behavior. In e-commerce live streaming, product quality, live streaming characteristics, risk perception, individual consumer traits, and external factors are the key factors influencing consumers’ purchasing intentions. At present, the severe product homogeneity, lack of after-sales service, and uneven professional quality of live-streaming e-commerce have seriously weakened consumers’ purchasing willingness. In this regard, it is necessary to strengthen product quality control, innovate live-streaming content, improve after-sales service, and intensify supervision over live-streaming e-commerce, so as to effectively protect the legitimate rights and interests of consumers and enhance their purchasing intention.