基于AISAS模型对电商直播营销模式下消费者决策行为的分析

Analysis of Consumers’ Decision-Making Behavior under the E-Commerce Live Streaming Marketing Model Based on the AISAS Model

摘要: 随着电商带货营销模式的兴起，消费者的决策行为呈现出复杂的特征。本文深入探讨了电商直播营销模式下消费者的决策行为。首先剖析了电商直播营销模式的特点。其次从AISAS模型出发，分析了Attention (注意)、Interest (兴趣)、Search (搜索)、Action (行动)、Share (分享)这五个阶段中电商直播营销模式对消费者决策行为的影响。最后，提出了电商直播营销模式的优化策略，以促进消费者做出更合理的决策，提升营销效果。

Abstract: With the rise of the e-commerce live-streaming marketing model, consumers’ decision-making behaviors have shown complex characteristics. This paper delves deeply into consumers’ decision-making behaviors under the e-commerce live-streaming marketing model. First, it analyzes the characteristics of the e-commerce live-streaming marketing model. Second, starting from the AISAS model, it analyzes the influence of the e-commerce live-streaming marketing model on consumers’ decision-making behaviors in the five stages of Attention, Interest, Search, Action, and Share. Finally, it proposes optimization strategies for the e-commerce live-streaming marketing model to promote consumers to make more rational decisions and enhance the marketing effect.