电商直播带货对消费者消费意愿影响因素的调研

A Survey on Influencing Factors of Consumers’ Consumption Intention in E-Commerce Live Streaming Sales

摘要: 在数字经济蓬勃发展的大背景之下，以直播流媒体技术为核心的电商营销新模式日新月异。以直播带货为代表的新型消费形态正在悄悄地改变消费者的购买习惯。尤其是在国内“双循环”新发展格局的推进以及消费升级的带动之下，直播带货有着强劲的发展潜力以及广阔的发展空间。本文试图从消费者行为学的角度出发，全面分析直播带货对消费者决策起作用的机制以及主要的影响因素。本文的研究对象是电子商务直播带货的要素、趋势以及其对于消费者的购买决策产生的影响，用文献回顾、问卷设计和数据分析等方法论工具来开展研究。根据技术接受模型(TAM)建立理论假设体系，参考现有的学术研究成果以及实地调查的数据，利用信度检验、效度检验、K-means聚类算法等方法对理论进行实证研究，从而找出这个领域里主要的驱动因素。由此不但获得创新性研究成果，而且提出相应建议。本研究从研究角度、研究的方法以及建构的理论框架上都作出了很大的发展。

Abstract: Against the backdrop of the vigorous development of the digital economy, new e-commerce marketing models centered on live streaming media technology are evolving rapidly. Emerging consumption forms represented by live-streaming sales are subtly reshaping consumers’ purchasing habits. Especially driven by the advancement of China’s new dual-circulation development pattern and consumption upgrading, live-streaming commerce boasts strong development momentum and broad prospects. From the perspective of consumer behavior, this paper comprehensively analyzes the mechanism and core influencing factors of live-streaming sales on consumers’ decision-making.This study targets the key elements, development trends of e-commerce live-streaming sales and its impacts on consumers’ purchasing decisions, adopting research methods including literature review, questionnaire design and data analysis. It establishes a theoretical hypothesis system based on the Technology Acceptance Model (TAM). Drawing on existing academic research findings and field survey data, this paper conducts empirical research via reliability test, validity test, K-means clustering algorithm and other approaches to identify the core driving factors in this field. On this basis, it obtains innovative research conclusions and puts forward targeted suggestions. This research achieves substantial progress in research perspectives, research methods and the construction of theoretical frameworks.