直播带货模式下影响消费者购买商品的决策因素分析——以抖音为例
Analysis of Decision-Making Factors Affecting Consumers’ Purchase of Goods under Live Streaming Delivery Mode—Taking Tiktok as an Example

随着互联网经济的发展，直播行业已经成为我国国民经济发展中的重要力量。网络直播的快速发展，给人们带来新的经济发展的同时，也给直播平台带来负面效应，比如直播内容效果差，抓不住消费者产生消费意愿的关键决策因素。本文基于S-O-R模型在消费者购买决策中的应用，通过问卷调查和数据分析，发现积极情绪和兴奋情绪对消费者购买决策有显著影响。研究结果显示，积极情绪和兴奋情绪存在内部相关关系，且这两种情绪均与消费者购买决策呈正相关。为提高消费者的消费力度，直播间应打造优质内容，提高优惠力度，提供附加服务，并优化直播流程和场景。此外，重视用户评价和利用消费者“从众心理”，以及打造品牌吸引粉丝也是提升消费者购买决策的有效策略。
With the development of the Internet economy, the live broadcasting industry has become an important force in the development of China’s national economy. The rapid development of network broadcast not only brings new economic development to people, but also brings negative effects to live broadcast platforms. For example, the effect of live broadcast content is poor, and the key decision-making factors of consumers’ consumption willingness cannot be captured. Based on the application of S-O-R model in consumers’ purchase decision, this paper finds that positive emotions and excited emotions have a significant impact on consumers’ purchase decision through questionnaire survey and data analysis. The results show that there is an internal correlation between positive emotion and excited emotion, and both emotions are positively correlated with consumers’ purchasing decisions. In order to improve the consumption of consumers, the broadcast room should create high-quality content, improve the preferential efforts, provide additional services, and optimize the live broadcast process and scene. In addition, paying attention to user evaluation and using consumers’ “herd psychology”, as well as building brands to attract fans, are also effective strategies to improve consumers’ purchasing decisions.