直播带货下新增粉丝对生鲜产品销量的影响研究——基于抖音平台数据实证分析

Research on the Impact of New Fans on Fresh Product Sales under Live Streaming—Empirical Analysis Based on TikTok Platform Data

摘要: 直播带货成为生鲜产品一种新的销售模式，粉丝不仅是其中的核心角色，更是连接消费者与产品的重要桥梁。因此，深入分析新增粉丝对生鲜产品销量的影响，对于优化直播带货策略具有重要意义。研究基于带货生鲜产品的319个主播账号，采用双向固定效应模型研究新增粉丝量对生鲜产品销量的影响和作用机制。研究发现：(1) 主播的新增粉丝量对生鲜产品销量具有显著的正向影响。(2) 新增粉丝量对生鲜产品销量的促进作用在不同粉丝规模和不同行业主播均存在差异，其中腰部和尾部主播效果更为显著，美食行业主播效果优于非美食行业主播。(3) 平均停留时长和产品线宽度对新增粉丝量与生鲜产品销量的关系存在负向调节效应。

Abstract: Live streaming has become a new sales mode of fresh products, in which fans are not only the core role, but also an important bridge connecting consumers and products. Therefore, in-depth analysis of the impact of new fans on the sales of fresh products is of great significance for optimizing the live-streaming strategy. Based on 319 anchor accounts with fresh products, this study uses two-way fixed effect model to study the impact and mechanism of new followers on the sales of fresh products. The results show that: (1) The number of new fans of the anchor has a significantly positive impact on the sales of fresh products. (2) The promotion effect of the number of new fans on the sales of fresh products varies with different fan sizes and anchors in different industries, among which the effect of waist and tail anchors is more significant, and the effect of anchors in the food industry is better than that of anchors in the non-food industry. (3) The average length of stay and product line width have a negative moderating effect on the relationship between the number of new fans and the sales of fresh products.