直播电商用户购买行为影响因素研究
Research on the Influencing Factors of Users’ Purchasing Behavior of Live Broadcast E-commerce
[ 目的 / 意义 ] 直播电商用户购买行为研究对于直播电商的发展具有重要意义，有利于其对直播策略进行有针对性的调整与改进。[ 方法 / 过程 ] 研究直播电商用户购买行为的影响因素，从主播能力、商品信息、用户属性、直播团队综合能力 4 个方面入手，构建直播电商用户购买行为影响因素的指标体系，并结合实例得出结论。通过发布问卷、专家咨询的方式对数据进行搜集，利用模糊综合评价法对各级指标进行初次评估，再利用层次分析法进行两两比较，构建矩阵，求得最终权重，精确分析用户购买行为的影响因素。[ 结果 / 结论 ] 商品信息的可信度与展示的全面性是影响用户购买行为的第一大因素，依照更小的指标进行划分，影响最大的为商品质量、信息详细程度和线上口碑。其次为主播带货的专业能力。不同年龄段的用户，受不同社会身份主播的影响有较大差异，实时的评论互动更容易促进用户消费。网络购物在民众中的不断渗透使得观看直播电商的中老年用户群体逐渐扩大，具有强大的发展潜力。
贸易经济
直播电商购买行为层次分析法影响因素
戴辛宇,黄炜,王珊珊.直播电商用户购买行为影响因素研究[EB/OL].(2023-10-08)[2025-09-23].https://chinaxiv.org/abs/202310.00730.点此复制
[Purpose/significance] The research on the users purchasing behavior of live broadcastE-commerce is of great significance for the development of live broadcast E-commerce, which is conduciveto the targeted adjustment and improvement of live broadcast strategy. [Method/process] This paper studiesthe influencing factors of users purchasing behavior of live broadcast E-commerce, constructs an indexsystem from four aspects of anchor ability, commodity information, user attribute, and comprehensive abilityof live broadcast team, and draws a conclusion with an example. Through the release of questionnairesand expert consultation to collect data, this paper uses fuzzy comprehensive evaluation method for the firstevaluation of all levels of indicators, then uses analytic hierarchy process for pairwise comparison, builds amatrix, gets the final weight, and accurately analyzes the influencing factors of users purchasing behavior.[Result/conclusion] Credibility of commodity information and comprehensiveness of commodity displayare the first major factors of affecting users purchasing behavior. Under segmentation, the most importantfactors are commodity quality, information detail level and online reputation, follow by the professionalability of the anchor. There are great differences between users of different ages which influenced by anchorswith different social identities, and real-time comment interaction is easier to promote user consumption. Thecontinuous penetration of online shopping in the public makes the audience of middle and old users watchinglive broadcast E-commerce expand gradually, and has a strong development potential.
live broadcast E-commercepurchasing behavioranalytic hierarchy process influencing factors
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