摘要
伴随着直播电商的火热化,抖音开创了全面直播化的新局面,盘活新供给,抖音直播重塑了上游供应链的沟通方式,带动疲软经济的复苏。因此,本文首先对目前抖音电商直播的发展现状运用SOR理论、AISAS模型以及光环效应为理论基础,进行验证性因素分析。其中,选取的自变量是意见领袖、明星效应、品牌效应、优质商品、社会临场感以及商品增值。选择的中介变量是信任感和认同感,因变量是消费者的购买意愿。通过定量分析得出结论:相关自变量分别对信任感和认同感有显著的正向影响作用。本文结合抖音电商直播带货的成功案例及研究结果,为抖音电商直播商家提供直播营销技巧,以提高抖音电商直播营销效率。
With the popularity of live broadcast e-commerce,Douyin has created a new situation of comprehensive live broadcast,revitalizing new supply,and Douyin live broadcast has reshaped the communication method of the upstream supply chain,driving the recovery of the weak economy.Therefore,this paper firstly uses SOR theory,AISAS model and halo effect as the theoretical basis for the current development status of Douyin e-commerce live broadcast,and conducts a confirmatory factor analysis.Among them,the selected independent variables are opinion leaders,star effect,brand effect,high-quality products,social presence and value-added products.The selected mediating variables are trust and identity,and the dependent variable is consumers'purchase intention.Through quantitative analysis,it is concluded that the relevant independent variables have significant positive effects on trust and identity,respectively.This article combines the successful cases and research results of Douyin e-commerce live broadcasts to provide live broadcast marketing skills for Douyin e-commerce live broadcast merchants to improve the efficiency of Douyin e-commerce live broadcast marketing.
作者
陈品琪
殷彬
CHEN Pin-qi;YIN Bin(University of Electronic Science and Technology of China,Zhongshan Institute,Zhongshan,Guangdong 528400)
出处
《江苏商论》
2022年第3期29-32,共4页
Jiangsu Commercial Forum
基金
广东省中山市科技计划项目:直播网红带货模型研究及算法设计(项目编号:2020B2061)。
关键词
抖音
电商直播
购买决策
直播带货
Douyin
e-commerce live broadcast
purchase decision
live broadcast with goods
