直播电商下用户在线购买意愿影响因素研究Research on Influencing Factors of Users' Online Purchase Intention under Live E-commerce

摘  要：文章阐述了直播电商的概念、特点以及用户在线购买意愿，采用问卷调查的方法分析了影响客户购买意愿的影响因素，主要有感知价值、购物便利度、平台信誉、用户信任、感知情感价值等，并提出促进直播电商下用户购买意愿的建议，以期为直播电商平台发展提供一点建议。

  关键词：直播电商；购买意愿；影响因素

  中图分类号：F713.365.2    文献标志码：A

DOI：10.13714/j.cnki.1002-3100.2023.13.011

Abstract： This paper expounds the concept， characteristics of live e-commerce and users' online purchase intention， analyzes the influencing factors of customers' purchase intention by means of questionnaire survey， mainly including perceived value， shopping convenience， platform reputation， user trust and perceived emotional value， and puts forward some suggestions to promote users' purchase intention under live e-commerce， so as to provide some suggestions for the development of live e-commerce platform.

Key words： live e-commerce; purchase intention; influence factor

1  直播电商和用户购买意愿相关概述

1.1  直播电商

1.1.1  直播电商概念

  直播电商是商家借助网络直播，向消费者推荐商品，激发顾客的购买意愿，最终实现交易的电子商务营销方式[1]。（剩余4593字）