直播带货模式下调味品消费行为分析与策略优化

Analysis of Condiment Consumer Behavior and Strategy Optimization in Live-Streaming E-Commerce Model

摘要: 直播电商崛起给调味品行业开辟新营销途径和消费场景，基于SOR (刺激–机体–反应)理论框架，探究主播专业度、产品差异化、场景沉浸感以及平台服务水平等关键因素通过消费者认知与情感路径对购买行为产生的影响。通过对比教学型和销售型直播转化效果的差异，考察地域饮食偏好对跨区域市场拓展起到的作用。从产品研发、主播培养、场景融合和服务升级等方面提出优化方案，目的是帮助传统调味品企业借助新媒体渠道强化品牌建设并促进销售提升。

Abstract: The rise of live-streaming e-commerce has opened up new marketing channels and consumption scenarios for the condiment industry. Based on the SOR (Stimulus-Organism-Response) theoretical framework, this study explores how key factors such as streamer professionalism, product differentiation, scenario immersion, and platform service quality influence purchasing behavior through consumers’ cognitive and emotional pathways. By comparing the conversion effectiveness between tutorial-based and sales-based live streaming, the role of regional dietary preferences in cross-regional market expansion is examined. Optimization strategies are proposed from the perspectives of product development, streamer cultivation, scenario integration, and service upgrading, with the aim of helping traditional condiment enterprises strengthen brand building and boost sales growth through new media channels.