基于系统动力学的直播带货市场影响因素与发展机制研究
Research on Influencing Factors and Development Mechanism of Live Broadcast Ecommerce Market Based on System Dynamics
直播购物过程中，除受商品价格与质量等商品自身因素外，直播间网红的个体特征、商家与平台的行为特征也起着至关重要的影响。从网红个体特征、商家特征与平台特征出发，以SEIR模型为基础研究消费者网络直播购物行为，构建网红个体、商家、平台特征对直播带货市场发展影响系统动力学模型，分析及预测平台直播销售额与商家利润的发展。研究结果表明：互动性、可信性、专业性、娱乐性的增长可提高平台直播销售额与商家利润，积极促进直播带货市场发展，其中平台直播销售额与商家利润对专业性与娱乐性的敏感度高于互动性与可信性。商家产品研发投入对商家利润的影响敏感度较低于商家宣传投入效应。平台宣传效应对直播带货市场发展产生正向影响。研究结果对于促进直播带货市场健康可持续发展具有一定的参考价值。
贸易经济
物流工程与管理网红个体特征直播带货系统动力学
祁玉青,姚懿轩,李佳敏.基于系统动力学的直播带货市场影响因素与发展机制研究[EB/OL].(2023-03-28)[2025-09-23].http://www.paper.edu.cn/releasepaper/content/202303-313.点此复制
In the process of live shopping, in addition to commodity price and quality, the individual characteristics of online celebrities in the live room also play a crucial role. Based on the SEIR model, this paper studies the online live shopping behavior of consumers from the perspective of the individual characteristics of online celebrities, builds a system dynamics model of the impact of the individual characteristics of online celebrities on the development of the live delivery market, and analyzes and predicts the development of the platform live sales and the profits of merchants. The research results show that the growth of interactivity, credibility, professionalism and entertainment can improve the platform live broadcast sales and business profits, and actively promote the development of the live broadcast delivery market. Among them, the platform live broadcast sales and business profits are more sensitive to professionalism and entertainment than interactivity and credibility. The research results have certain reference value for promoting the healthy and sustainable development of the live broadcast goods market.
logistics engineering and managementindividual characteristics of online celebritysell goods through livestreamingsystem dynamics
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