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直播电商营销特性对消费者冲动性购买行为影响研究》.mp3" content="来自LearningYard学苑">

01内容提要

今天将继续学习闫建钢学者写的《直播电商营销特性对消费者冲动性购买行为影响研究》，前面已经阅读了文章的摘要和关键词，本期将对文章的文献综述部分进行阅读。

Today, we will continue to study the "Research on the Impact of Live E-commerce Marketing Characteristics on Consumer Impulse Purchasing Behavior" written by Yan Jiangang Scholar, and the abstract and keywords of the article have been read earlier, and the introduction of the article will be read in this issue.

02直播电商营销特性研究

文章首先从直播电商的互动特性进行文章综述梳理，考虑到直播能够通过互动将流量变现，引起了学者们的研究。文章主要从电商运营者需要侧重于培养企业与消费者的关系纽带建立与维护，互动方式，强信息的传播速度和传播效率等方面进行文献梳理。

The article begins with an article review combing through the interactive nature of live e-commerce, which has attracted research from scholars considering the ability of live streaming to cash in on traffic through interaction. The article focuses on the need for e-commerce operators to focus on fostering the establishment and maintenance of relationship bonds between companies and consumers, interaction methods, and the speed and efficiency of dissemination of strong messages.

紧接着，文章又从电商直播的激励性和稀缺性进行研究梳理。指出直播可通过刺激消费者进而增加商品的购买数量，其中以价格折扣或产品优惠的方式效果最好。还指出直播往往会对消费者存在时间压力。会贴出“限时三天”、“限量促销，先到先得”的标语，从而刺激消费者产生一种稀缺性感知。当产生稀缺性感知时，消费者往往会出现冲动性购买行为，有利于商家顺利地实现产品促销的目标。

Immediately after, the article goes on to sort out the research on the incentive and scarcity of live e-commerce. The article points out that live streaming can be used to stimulate consumers and thus increase the number of items purchased, with price discounts or product offers being the most effective. It is also noted that there is often time pressure on the consumer. Slogans such as "limited time for three days" and "limited sale, first come first served" are posted to stimulate a perception of scarcity. When the perception of scarcity is created, consumers tend to make impulsive purchases, which helps businesses to successfully achieve their product promotion goals.

03感知价值相关研究

文章指出关于感知价值主要是从付出和收获之间的差值来进行研究的。现有学者们从感知价值分类、感知价值来源，感知价值定义等方面进行研究。结合文章的研究实际需要，将消费者感知价值的研究主要集中在功能价值维度上来说明直播电商中消费者感知价值的变化对消费者行为的影响。

The article points out that perceived value is mainly studied in terms of the difference between what is given and what is received. Existing scholars have studied perceived value in terms of its classification, sources of perceived value, and definitions of perceived value. In the light of the article's research needs, the study of consumer perceived value focuses on the functional value dimension to illustrate the impact of changes in consumer perceived value on consumer behaviour in live e-commerce.

04预期后悔相关研究

文章关于预期后悔的文献梳理主要集中预期后悔对消费者决策的影响，消费者预期后悔的产生以及定义等方面进行阐述。最后指出文章自己对预期后会的定义：消费者会根据自己的需求而做出预判，消费者为了防止未来可能会发生后悔的倾向而愿意选择购买商品或服务。

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我想知道一个人做电商自己做点副业有这么难吗请问大家一个电商一个店铺要哪些步骤了有哪些方法了我只记得做淘宝店铺好像是四大步骤选品，基础，活动，推广，优化就这些吗还有没有别的方法了就等你们来告诉我哦请大家 ...

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The article's review of the literature on anticipatory regret focuses on the impact of anticipatory regret on consumer decision making, the creation of consumer anticipatory regret and its definition. It concludes by pointing out the article's own definition of anticipatory regret: consumers make predictions based on their needs, and consumers are willing to choose to purchase goods or services in order to prevent the tendency to regret that may occur in the future.

05消费者权力认知视角

文章指出权力感与长期社会地位、经济状况和组织结构中的位置有关。权力感也会影响消费者的购买决策，其中研究表明高权力感者往往更容易产生行动导向，进而会发生冲动性行为；低权力感者更注重风险感知。

除此之外，还有社会距离感会影响消费者权力感知的大小，社会距离近，消费者则会拥有积极的情绪，社会距离远的时候则会引发消极的情绪，而电商直播恰好拉近了消费者与产品与主播的距离，使得权力感发挥正向的作用。

The article points out that perceptions of power are related to long-term social status, economic status and position in the organisational structure. Power perceptions also influence consumers' purchasing decisions, with studies showing that those with high power perceptions tend to be more action-oriented and thus impulsive, while those with low power perceptions are more risk-oriented.

In addition, social distance affects consumers' perceptions of power, with positive emotions when social distance is close and negative emotions when social distance is far.

06直播对消费者购买行为的影响

这部分文献综述主要是对冲动性购买的研究梳理，主要从冲动型购买的产生因素，以及冲动型购买造成的影响；来进行文献梳理。文章指出冲动型购买更多的是情绪在进行作用，通过外来的意见以及建议，消费者的情绪都会受到影响。

This part of the literature review focuses on impulse buying, looking at the factors that create impulse buying, and the effects that impulse buying has; to review the literature. The article points out that impulse buying is more about emotions at play, and that consumers' emotions are affected through external opinions and suggestions.

END

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参考资料：谷歌翻译;

参考文献：闫建钢. 直播电商营销特性对消费者冲动性购买行为影响研究[D].河北经贸大学, 2021.

本文由LearningYard学苑整理并发出，如有侵权请在后台留言！

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分享兴趣，传播愉快，增长见闻，留下美好。亲爱的您，这里是LearingYard学苑！今天小编为大家带来知识打卡（七十一）欢迎您的用心访问！本期推文阅读时长大约8分钟，请您耐心阅读。Share interest , spread happiness ...

电商运营,知识打卡71《直播电商营销特性对消费者冲动性购买行为影响研究》

标签： 电商运营 知识打卡69《直播电商营销特性对消费者冲动性购买行为影响研究》