电商直播营销模式对消费者购买决策的影响探究

Research on the Impact of E-Commerce Live Streaming Marketing Model on Consumers’ Purchase Decisions

摘要: 随着互联网技术的飞速发展，电商直播营销作为一种新兴的营销模式，正逐渐改变着消费者的购物习惯和购买决策过程。本文旨在深入探究电商直播营销模式对消费者购买决策的影响。首先，对电商直播营销的定义、特点及发展现状进行概述；其次，分析消费者购买决策的定义、过程及影响因素；然后，重点探讨电商直播营销中影响消费者购买决策的关键因素，包括产品因素、主播因素、营销策略、平台与技术支持以及消费者心理；最后，提出提升网络直播营销中消费者购买决策的策略。通过文献研究、案例分析等方法，为电商直播营销的实践提供理论支持和策略建议。

Abstract: With the rapid development of Internet technology, e-commerce live marketing, as an emerging marketing model, is gradually changing consumers’ shopping habits and purchase decision-making process. The purpose of this paper is to explore the impact of e-commerce live streaming marketing model on consumers’ purchase decisions. Firstly, the definition, characteristics and development status of e-commerce live streaming marketing are summarized. Secondly, the definition, process and influencing factors of consumers’ purchase decisions were analyzed. Then, the key factors influencing consumers’ purchase decisions in e-commerce live streaming marketing are discussed, including product factors, anchor factors, marketing strategies, platform and technical support, and consumer psychology. Finally, a strategy to improve consumers’ purchase decisions in online live streaming marketing is proposed. Through literature research, case analysis and other methods, this paper provides theoretical support and strategic suggestions for the practice of e-commerce live broadcast marketing.