直播电商用户持续购买意愿的影响因素研究——以襄阳市襄城区为例

Research on the Influencing Factors of Continuous Purchase Intention of Live-Stream E-Commerce Users—A Case Study of Xiangcheng District, Xiangyang City

摘要: 在数字经济快速发展的背景下，直播电商作为一种新型商业模式，已成为推动消费升级的重要力量。本研究以湖北省襄阳市襄城区为案例，聚焦直播电商用户持续购买意愿的影响因素，采用问卷调查法，系统分析了消费水平、直播内容、主播特质等关键变量对用户行为的作用机制。研究发现，该区域用户在消费能力、内容吸引力、主播专业性等方面存在一定局限，制约了持续购买意愿的形成。针对上述问题，本文提出优化定价策略、提升内容质量、加强主播培训、完善平台体验等对策，旨在为三线城市直播电商的可持续发展提供实践参考，推动区域直播电商生态的优化与升级。

Abstract: Against the backdrop of the rapid development of the digital economy, live-stream e-commerce as a new business model, has become an important force driving consumption upgrading. This study takes Xiangcheng District, Xiangyang City, Hubei Province as a case study, focusing on the influencing factors of live-stream e-commerce users’ continuous purchase intention. Using a questionnaire survey method, the study systematically analyzes the mechanisms through which key variables such as consumption level, live-stream content, and anchor characteristics affect user behavior. The findings reveal certain limitations in users’ consumption capacity, content appeal, and anchor professionalism in the region, which hinder the formation of continuous purchase intention. In response to these issues, this paper proposes strategies such as optimizing pricing strategies, improving content quality, strengthening anchor training, and enhancing platform experience, aiming to provide practical references for the sustainable development of live-stream e-commerce in third-tier cities and to promote the optimization and upgrading of the regional live-stream e-commerce ecosystem.