基于消费者行为理论的电商直播线上消费的影响因素研究
Study on the Influencing Factors of Online Consumption in E-Commerce Live Streaming Based on Consumer Behavior Theory

电商直播凭借其低价格的吸引力、名人带动效应、以及高度的互动性，成功吸引了众多买家在直播平台上进行购物，为中国的消费市场带来新的热潮。然而，电商直播在追求销售额的过程中，也暴露出了对推广者的过度依赖、产品质量与宣传不匹配，以及售后服务水平不高等问题。为了推动电商直播行业的持续健康发展，本文主要研究影响消费者购买的因素。依据消费者行为理论和4P理论，我们对价格和偏好如何影响网络购物进行了深入研究，并采用文献研究的方式，探讨了在电商直播中影响消费者线上购物的各种因素。最终，我们通过案例分析法，找出了电商直播存在的问题的根源，并提出了促进直播行业健康发展的相关策略建议。
With its low price attraction, celebrity driving effect, and high degree of interactivity, e-commerce live streaming has successfully attracted many buyers to shop on live streaming platforms, bringing a new boom to China’s consumer market. However, in the process of pursuing sales, e-commerce live broadcasting has also exposed the excessive dependence on promoters, the mismatch between product quality and publicity, and the low after-sales service level. In order to promote the sustainable and healthy development of the e-commerce live broadcasting industry, this paper mainly studies the factors that affect consumer purchases. According to the theory of consumer behavior and 4P, we conducted an in-depth study on how price and preference affect online shopping, and discussed various factors affecting consumers’ online shopping in e-commerce live broadcast by means of literature research. Finally, we analyzed the root causes and found out the problems existing in e-commerce live broadcast through case analysis, and put forward relevant strategic suggestions to promote the healthy development of the live broadcast industry.