直播電商下用戶在線購買意愿影響因素研究Research on Influencing Factors of Users' Online Purchase Intention under Live E-commerce

摘  要：文章闡述了直播電商的概念、特點以及用戶在線購買意愿，采用問卷調(diào)查的方法分析了影響客戶購買意愿的影響因素，主要有感知價值、購物便利度、平臺信譽(yù)、用戶信任、感知情感價值等，并提出促進(jìn)直播電商下用戶購買意愿的建議，以期為直播電商平臺發(fā)展提供一點建議。

  關(guān)鍵詞：直播電商；購買意愿；影響因素

  中圖分類號：F713.365.2    文獻(xiàn)標(biāo)志碼：A

DOI：10.13714/j.cnki.1002-3100.2023.13.011

Abstract： This paper expounds the concept， characteristics of live e-commerce and users' online purchase intention， analyzes the influencing factors of customers' purchase intention by means of questionnaire survey， mainly including perceived value， shopping convenience， platform reputation， user trust and perceived emotional value， and puts forward some suggestions to promote users' purchase intention under live e-commerce， so as to provide some suggestions for the development of live e-commerce platform.

Key words： live e-commerce; purchase intention; influence factor

1  直播電商和用戶購買意愿相關(guān)概述

1.1  直播電商

1.1.1  直播電商概念

  直播電商是商家借助網(wǎng)絡(luò)直播，向消費(fèi)者推薦商品，激發(fā)顧客的購買意愿，最終實現(xiàn)交易的電子商務(wù)營銷方式[1]。（剩余4593字）