“互联网+”背景下“直播带货”的新经济发展形势的现状分析——以巢湖市市民为例

Current Situation Analysis of New Economic Development Situation of “Live Commerce” under the Background of “Internet+” —Taking Chaohu Residents as an Example

摘要: 在互联网技术的加持下，网络经济进入了流量变现的新阶段，并由此衍生出一系列新的商业模式，如直播带货。通过直播带货扩展了流量渠道的同时缩短了商品和客户的距离，打破了人们对于传统的网上购物的疑虑，使商家逐步摆脱对固定平台的流量需求，增强了商家的自运营性。本文从实证角度出发，提出假设与模型，从而探究广大群众对于直播购物的偏好有哪些，以及广大群众对于直播带货的消费倾向的因素情况的影响因素。主要调查关于巢湖市市民消费者关于直播带货购物倾向性、顾虑因素以及建议。探讨直播带货新经济形势的优势与不足，基于统计学知识，对直播带货营销模式的前景进行预估，基于对十几个变量进行多元回归分析，通过SPSS软件分析后得出6个影响因素通过了显著性检验，最终得到直播带货新经济形势问题结论如下：消费者购物体验感参差不齐、新兴购物观念未被大众接受、冲动消费者居多和缺乏对直播带货各方面的管理机制。最后，结合研究过程和结果，对相关平台提出了有价值的建议，并尝试探索在大数据的影响下，未来整个行业的发展。

Abstract: With the support of Internet technology, the network economy has entered a new stage of traffic re-alization, and a series of new business models have been derived from it, such as live streaming with goods. The live-streaming has expanded the traffic channel and shortened the distance be-tween goods and customers, broken people’s doubts about traditional online shopping, and enabled merchants to gradually get rid of the traffic demand on fixed platforms and enhance the self-operativeness of merchants. This paper proposes hypotheses and models from an empirical point of view, so as to explore what are the preferences of the general public for live shopping and the factors influencing the situation of the general public’s propensity to consume goods with live streaming. The main investigation is about Chaohu City public consumers’ tendency, concern factors and suggestions about live commerce. To explore the advantages and shortcomings of the new eco-nomic situation of live-streaming with goods, based on statistical knowledge, the prospects of the live-streaming with goods marketing model are predicted, based on multiple regression analysis of a dozen variables, and after analysis by SPSS software, six influencing factors passed the significance test, and the final conclusion of the new economic situation of live-streaming with goods is obtained as follows: Uneven sense of consumer shopping experience, emerging shopping concepts not ac-cepted by the public, predominance of impulsive consumers and lack of management mechanisms for all aspects of live-streaming with goods. Finally, combining the research process and results, valuable suggestions are made to relevant platforms and an attempt is made to explore the future development of the whole industry under the influence of big data.