消费者对“东方甄选”直播带货产品购买意愿影响因素研究

摘要直播带货是一种新型的具备社交属性的购物方式，给电商行业带来更大的流量，成为网购物新的增长点。随着互联网和电子商务不断发展，网络购物的消费方式深度融入消费者的日常生活。2021年年底，“被双减”的新东方在线开始转型电商直播，创新电商直播带货新模式，并且在半年后在短视频平台爆火出圈。本文基于国内外电商直播和消费者行为等方面的研究，通过对观看过东方甄选直播带货的人群进行问卷调查，从产品特征、商家主播特征、风险感知特征三个维度来探究消费者对东方甄选直播带货产品购买意愿的影响因素因素，最后通过实证分析得出结论：质量品质、价格优惠、主播个人魅力、传递知识价值、及时售后服务、快递物流速度这些变量通过了显著性检验，影响了消费者的购买意愿。基于结论，本文提出提高东方甄选直播带货消费者购买意愿的相关对策建议。关键词：消费者，东方甄选，直播带货，购买意愿ABSTRACTLive delivery is a new type of shopping with social attributes,which brings greatertraffic to the e-commerce industry and becomes a new growth point of online shopping.Withthe continuous development of the Internet and e-commerce,the consumption mode of onlineshopping is deeply integrated into the daily life of consumers.At the end of 2021,NewOriental Online,which was double reduced,began to transform e-commerce livebroadcasting,innovate the new mode of e-commerce live broadcasting,and exploded in theshort video platform half a year later.Based on the research ofe-commerce live broadcast andconsumer behavior at home and abroad,this paper conducts a questionnaire survey on thepeople who have watched the Oriental selection live broadcast with goods,and explores theinfluencing factors of consumers'purchase intention of Oriental selection live broadcast withgoods from three dimensions:product characteristics,business anchor characteristics and riskperception characteristics.Finally,through empirical analysis,it is concluded that thevariables of quality quality,price preference,anchor personal charm,knowledge value,timelyafter-sales service and express logistics speed have passed the significance test,affectingconsumers purchase intention.Based on the conclusion,this paper puts forward relevantcountermeasures and suggestions to improve the purchase intention of consumers in Orientalselection live broadcast.Keywords:Eastern selection,consumer,Purchase intention目录摘要444444444444444444ABSTRACT..........一绪论(一)研究背景与意义.………………….5(二)文献综述.51东方甄选相关研究状况」.52直播带货相关研究状况63购买意愿相关研究状况64文献述评7(三)研究思路与内容.71研究思路.72研究内容.8二“东方甄选”直播带货的现状与特点分析.10(一)“东方甄选”直播带货的现状…10(二)“东方甄选”直播带货特点分析111年轻女性群体成为消费主力22直播选品品类以生鲜农产品为主.113采用“知识+产品”创新带货模式.12三模型构建与问卷设计.13(一)模型构建.131模型设计….132变量定义13(二)调查问卷的设计与发放.141问卷设计….142调查对象的确定.153问卷的发放与回收(三)信效度分析….15.15四东方甄选直播带货消费者购买意愿的实证研究.17(一)描述性统计分析.….171消费者个人基本信息172影响购买意愿因素的统计结果分析.19(二)基于逻辑回归模型的实证分析.202模型检验.20