TikTok直播带货内容创作、消费者行为与平台运营的研究

A Study on TikTok Live-Streaming for Product Sales: Content Creation, Consumer Behavior, and Platform Operation

摘要: 本研究围绕TikTok直播带货生态系统的核心要素展开深入探讨，重点关注内容创作、消费者行为与平台运营三个关键维度。研究发现，优质的内容创作通过创意短剧、场景化展示等形式能显著提升消费者购买意愿，其中创新性和专业性是最重要的影响因素。在消费者行为方面，主播的专业推荐、社群互动效应以及促销活动是驱动购买决策的主要因素，年轻消费者尤其容易受到影响。平台运营层面，精准的算法推荐、严格的内容审核以及流畅的支付物流体验构成了支撑直播带货发展的基础设施。研究通过实证分析验证了内容创作、消费者行为和平台运营对销售额的正向促进作用，但意外发现直播购物体验的调节作用呈现负向影响。本文提出了针对性的建议：商家应实施精准营销并确保产品质量；创作者需要持续创新内容形式并提升专业素养；平台方则需进一步完善推荐算法、加强内容审核并提升用户体验。本研究为行业实践提供了有价值的参考，有助于推动TikTok直播带货生态的健康发展。

Abstract: This study explores the core elements of TikTok’s live-streaming e-commerce ecosystem, focusing on content creation, consumer behavior, and platform operations. Findings show that high-quality content creation significantly enhances purchase intention, with innovativeness and professionalism being the most influential factors. Regarding consumer behavior, host recommendations, social interaction, and promotions are key drivers, especially among young consumers. At the platform level, algorithmic recommendations, content moderation, and seamless payment-logistics experiences form the essential infrastructure. Empirical analysis confirms the positive effects of content creation, consumer behavior, and platform operations on sales, but unexpectedly reveals a negative moderating effect of the live-streaming shopping experience. The study offers targeted suggestions: merchants should adopt precision marketing and ensure product quality; creators should innovate and improve professionalism; platforms should refine algorithms, strengthen content moderation, and enhance user experience. This research provides valuable practical insights for promoting a healthy TikTok live-streaming e-commerce ecosystem.