电商主播的个人特征与消费者购买意愿

电商主播的个人特征与消费者购买意愿摘要科技变革正潜移默化地影响着我们的生活，推动国际贸易方式的演化。直播电商有即时输出、客户体验丰富多彩、营销推广等优点，因此快速发展壮大变成领域网络热点。主播做为直播间的核心，是消费者获得商品信息的主要途径，对消费者的消费者行为选择十分重要。目前对直播行业的剖析关键聚集在该领域发展对策及营销策略的讨论，而对消费者购买意愿与主播特征的研究还很少。充分考虑电商直播的特点与消费者的看法和购买决策息息相关，科学研究电子商务主播特点对消费者个人行为意愿的影响是有意义的。本分析根据对中北大学学生为例选用问卷的方式，科学研究电子商务主播本人特点对消费者选购需求的关系。剖析消费者选购方式的缘故，给消费者和店家进一步的意见与建议。关键词：电商直播：主播特征：购买意愿：AbstractTechnological change is subtly affecting our lives and promoting the evolution ofinternational trade.Live streaming e-commerce has the advantages of instant output,colorfulcustomer experience,marketing promotion and so on,so it has rapidly developed and become ahot spot in the field.As the core of the live broadcast room,the anchor is the main way forconsumers to obtain product information,which is very important for consumers'consumerbehavior choices.At present,the analysis of the live broadcast industry focuses on the discussionof development strategies and marketing strategies in this field,while there are few studies onconsumers'purchase intention and anchor characteristics.Fully considering that thecharacteristics of e-commerce live streaming are closely related to consumers'perceptions andpurchase decisions,it is meaningful to study the impact of e-commerce anchor characteristics onconsumers'personal behavior intentions.This analysis selects questionnaires based on the example of students from North Universityof China,and studies the relationship between the characteristics of e-commerce anchors andconsumers'purchase needs.Analyze the reasons for consumers'purchase methods,and giveconsumers and stores further opinions and suggestions.Key Words:E-commerce live broadcasting;Anchor characteristics;Purchase intention;