直播电商的商业模式与消费者决策影响 -市场营销专业

摘要

随着互联网技术的快速发展，直播电商作为一种新兴商业模式逐渐成为数字经济的重要组成部分，其独特的互动性和即时性对消费者决策产生了深远影响。本研究以直播电商为研究对象，旨在探讨其商业模式的核心特征及其对消费者决策的影响机制。直播电商通过营造沉浸式购物体验、强化社交互动以及提供个性化推荐等方式显著提升了消费者的购买意愿此外，主播的专业性、商品展示的真实感以及平台的信任保障机制是影响消费者决策的关键因素。本研究的创新点在于首次将直播电商的商业逻辑与消费者心理机制相结合，揭示了互动性、信任感和情感联结在消费者决策中的重要作用。这一研究成果不仅丰富了电子商务领域的理论框架，还为直播电商平台优化运营策略提供了实践指导，研究结果也为相关企业制定精准营销方案提供了参考依据，进一步推动了直播电商行业的健康发展。

关键词：直播电商；消费者决策；互动性；信任感；情感联结

Business Models of Live Streaming E-Commerce and Their Impact on Consumer Decision-Making

英文人名

Directive teacher:×××

Abstract

With the rapid development of Internet technology, live streaming e-commerce, as an emerging business model, has gradually become an important part of the digital economy, and its unique interactivity and immediacy have a profound impact on consumer decision-making. This study takes live streaming e-commerce as the research ob ject, aiming to explore the core characteristics of its business model and its impact mechanism on consumer decision making. By creating an immersive shopping experience, strengthening social interaction and providing personalized recommendations, live streaming e-commerce has significantly improved consumers' purchase intentions. In addition, the professionalism of anchors, the realism of product display and the trust guarantee mechanism of platforms are key factors affecting consumers' decision-making. The innovation of this study is that it combines the business logic of live streaming e-commerce with the psychological mechanism of consumers for the first time, revealing the important role of interaction, trust and emotional connection in consumer decision making. The research results not only enrich the theoretical fr amework in the field of e-commerce, but also provide practical guidance for the optimization of operational strategies for live streaming e-commerce platforms, and the research results also provide a reference basis for relevant enterprises to formulate precision marketing programs, further promoting the healthy development of live streaming e-commerce industry.

Keywords: Live Ecommerce；Consumer Decision-Making；Interactivity；Trust；Emotional Connection

引言 1

一、直播电商商业模式分析 1

(一)直播电商的定义与特征 1

(二)商业模式的核心构成要素 2

(三)商业模式对行业发展的推动作用 2

二、消费者决策影响因素研究 3

(一)直播场景下的消费者行为特征 3

(二)主播影响力对决策的作用 3

(三)价格与促销策略对决策的影响 4

三、商业模式与消费者决策的交互机制 4

(一)商业模式如何塑造消费体验 4