我国电商直播带货的相关研究——基于CiteSpace的可视化分析
Related Research on E-Commerce Live-Streaming in China—A Visual Analysis Based on CiteSpace

本研究着重关注电商直播带货这一新兴的电商营销模式，借助CiteSpace软件对电商直播带货领域展开可视化分析工作。从中国知网学术期刊网络出版总库(CNKI)中的CSSCI期刊、中文核心期刊里选取了225篇与之相关的文献，通过绘制知识图谱的方式，来展现该领域的研究热点以及发展演变脉络。研究结果显示，电商直播相关研究正处在上升阶段，各个研究人员与机构之间的合作联系还需要进一步强化。当下的热点研究领域集中在明星主播、平台经济、数字经济、消费者、网红直播、图书直播、购买意愿等方面。此次的可视化分析有助于人们更为深入地了解电商直播带货领域的知识构成与发展情况，能够推动电商直播带货的研究以及实践朝着更加精细化、科学化的方向不断迈进，也将给电商直播带货领域的学者们开展研究、进行交流合作提供对应的参考依据。
This research is centered around the nascent e-commerce marketing modality of live-streaming e-commerce. By leveraging CiteSpace, a comprehensive visual analysis is executed within the purview of live-streaming e-commerce. A selection of 225 relevant academic articles is drawn from CSSCI periodicals and Chinese core journals sourced from CNKI and the China National Knowledge Infrastructure Academic Journal Network Publishing Database. Through the meticulous construction of a knowledge atlas, the research focal points and evolutionary pathways within this domain are meticulously elucidated. The research outcomes signify that the research pertaining to live-streaming e-commerce is presently in an ascendant phase, notwithstanding the fact that the collaborative nexus among researchers and institutions warrants further reinforcement. Currently, the preeminent research arenas encompass star broadcasters, platform economics, digital economics, consumers, live-streaming by internet celebrities, live-streaming book marketing, purchase propensities, and other related aspects. This visual analytical endeavor facilitates an in-depth apprehension of the knowledge framework and developmental trends within the realm of live-streaming e-commerce, thereby impelling the research and practice of live-streaming e-commerce to progress towards enhanced refinement and scientific rigor. It will offer corresponding academic references for scholars engaged in research, academic exchanges, and collaborative undertakings within the ambit of live-streaming e-commerce.