摘 要
随着数字经济的快速发展，直播带货作为一种新兴的营销模式，已成为企业拓展市场和消费者获取商品的重要渠道。本研究旨在探讨直播带货的营销策略及其对消费者行为的影响机制，以揭示其内在规律并为实践提供理论支持。研究采用混合研究方法，通过问卷调查收集了1200名消费者的实际数据，并结合深度访谈获取定性信息，从多维度分析直播带货中关键营销要素与消费者决策之间的关系。结果表明，主播的专业性、互动性以及商品展示方式是影响消费者购买意愿的核心因素，而信任感知和情感联结在这一过程中起到了重要的中介作用。此外，研究发现不同性别、年龄及收入水平的消费者对直播内容的关注点存在显著差异，这为企业制定精准化营销策略提供了依据。本研究的创新点在于首次构建了直播带货情境下消费者行为的整合模型，将社会互动理论与技术接受模型相结合，系统阐释了消费者从信息接触到最终购买的全过程。研究的主要贡献体现在理论层面深化了对新兴数字营销模式的理解，同时在实践层面为企业优化直播内容设计、提升用户参与度和转化率提供了具体建议。这些成果不仅丰富了营销学领域的研究，也为直播电商行业的健康发展提供了重要参考。
关键词：直播带货；消费者行为；营销策略；信任感知；情感联结
Abstract
With the rapid development of the digital economy, live-streaming commerce has emerged as a novel marketing model, becoming a critical channel for enterprises to expand markets and for consumers to acquire products. This study aims to investigate the marketing strategies of live-streaming commerce and their impact mechanisms on consumer behavior, revealing underlying patterns and providing theoretical support for practice. A mixed-methods approach was employed, collecting actual data from 1,200 consumers through questionnaires and obtaining qualitative information via in-depth interviews. The analysis examines the relationships between key marketing elements in live-streaming commerce and consumer decision-making from multiple dimensions. The findings indicate that the professionalism of hosts, interactivity, and product presentation methods are core factors influencing consumers' purchase intentions, while perceived trust and emotional connection play significant mediating roles in this process. Additionally, the study reveals significant differences in the focus points of live-streaming content among consumers of different genders, ages, and income levels, offering insights for businesses to develop precise marketing strategies. The innovation of this research lies in constructing an integrated model of consumer behavior in the context of live-streaming commerce for the first time, combining social interaction theory with the technology acceptance model to systematically explain the entire process from information exposure to final purchase. The primary contributions of this study deepen the theoretical understanding of emerging digital marketing models and provide practical recommendations for enterprises to optimize live-streaming content design, enhance user engagement, and improve conversion rates. These outcomes not only enrich the field of marketing research but also offer crucial references for the healthy development of the live-streaming e-commerce industry.
Keywords: Live Streaming Sales; Consumer Behavior; Marketing Strategy; Trust Perception; Emotional Connection
目 录
1绪论 1
1.1直播带货营销策略的研究背景 1
1.2直播带货与消费者行为研究的意义 1
1.3国内外直播带货研究现状分析 1
1.4本文研究方法与技术路线 2
2直播带货营销策略的核心要素分析 2
2.1直播平台的选择与定位策略 2
2.2主播形象与信任构建策略 3
2.3商品展示与互动体验设计 3
2.4营销内容的策划与传播策略 4
2.5数据驱动的精准营销策略 4
3消费者行为在直播带货中的特征与影响因素 4
3.1消费者参与直播的心理动机分析 4
3.2社交互动对购买决策的影响机制 5
3.3主播影响力与消费者忠诚度的关系 5
3.4价格感知与促销策略对消费行为的作用 6
3.5文化因素对直播带货消费者行为的影响 6
4直播带货营销策略与消费者行为的优化路径 7
4.1基于消费者需求的营销策略调整 7
4.2提升消费者体验的技术应用策略 7
4.3构建可持续的主播与品牌合作模式 8
4.4针对不同消费群体的差异化营销策略 8
4.5法规与伦理视角下的营销策略优化 9
结论 9
参考文献 11
致 谢 12
