基于多元统计分析的直播电商绩效影响因素研究

Research on the Influencing Factors of Live Streaming E-Commerce Performance Based on Multivariate Statistical Analysis

摘要: 随着互联网发展，短视频与直播平台兴起，直播电商成为商品推广销售重要渠道。本研究以直播电商绩效为研究对象，收集抖音直播电商大数据，运用多元统计分析主播专业性、互动性等相关变量对直播电商消费者购买意愿的影响。研究发现，主播特征、产品展示与促销策略有显著的正向影响，弹幕评论起部分中介作用。最后，根据研究结果对直播电商从业者提出了策略建议。

Abstract: With the development of the Internet, short video and live streaming platforms have emerged, and live streaming e-commerce has become an important channel for product promotion and sales. This study focuses on the performance of live streaming e-commerce, collects big data on Douyin live streaming e-commerce, and uses multivariate statistical analysis to examine the impact of variables such as anchor professionalism and interactivity on consumers’ purchase intention in live streaming e-commerce. The study finds that anchor characteristics, product display, and promotional strategies have a significant positive impact, with bullet comments playing a partial mediating role. Finally, based on the research findings, strategic suggestions are provided for practitioners in live streaming e-commerce.