没有合适的资源?快使用搜索试试~ 我知道了~
电商直播模式下意见领袖对消费者消费意愿的影响——以淘宝直播为例定 5.10 GS 9800.docx
需积分: 5 0 下载量 137 浏览量
2023-05-21
13:08:34
上传
评论
收藏 46KB DOCX 举报
温馨提示
试读
16页
电商直播模式下意见领袖对消费者消费意愿的影响——以淘宝直播为例定 5.10 GS 9800.docx
资源推荐
资源详情
资源评论
1
电商直播模式下意见领袖对消费者消费意愿的影响
——以淘宝直播为例
摘要:随着主流媒体技术的不断进步,网络直播平台也迅速崛起。而在线直播的蓬勃发展
和直播用户的极速增长,对于电子交易市场来说,由于其产品服务主要依赖于中小型企业,
所以在推进其电子商务服务时可以借助到直播平台来实现。以淘宝平台为例,就有很多的商
家会借助意见领袖----即网络主播的力量来达到营销的目的。通过直播,可以让店铺所销售
的产品更准确地展示在消费者面前,这样一来,不仅能够帮助淘宝店铺提高其曝光率和影响
力,最重要的是能够帮助其吸引到越来越多的消费者。在这种被定义为电商直播的新型销售
的模式之下,越来越多的淘宝用户开始参考意见领袖的建议并实现购买。在本文当中,首先
分析和研究了淘宝直播的性质与类型,并在此基础之上深入了解了这种模式下,各个商家是
如何通过意见领袖的作用来影响消费者的购买意愿的;与此同时,也详细的分析了其中的各
种影响因素,旨在优化网络意见领袖的信息传播效果,强化其影响力,促进电商平台对网络意
见领袖的重视,维护其发言权,丰富内容运营,营造良好的沟通平台。启发企业识别和培育网
络意见领袖,有效利用其影响力,开展有针对性的营销策略。
关键词:电商直播、意见领袖、 消费意愿、淘宝直播
Abstract: with the progress of streaming media technology, the network live
broadcast platform also rises rapidly. Live broadcasting is no longer just a form
of entertainment, but it is an important way for users to obtain information and
socialize. Pan-entertainment pan-life live broadcast has entered into more
subdivided vertical industries. With the vigorous development of online live
broadcasting and the rapid growth of live broadcasting users, the electronic trading
market, which provides e-commerce services for small and medium-sized enterprises,
also provides live platform services to promote the marketing of enterprises. Taobao
merchants are typical representatives of Taobao platform, using opinion leaders in
the live broadcast as a new marketing method to spread their own products and
platforms. Situated on the "consumer live broadcast" mobile phone Taobao platform,
Taobao live broadcast this new marketing method can bring Taobao shop relatively
high influence, attract more consumer people, under the model of e-commerce live
2
broadcast opinion leaders affect consumer consumption will. By analyzing the
characteristics and classification of Taobao live broadcast, taking Taobao live
broadcast as an example, this paper analyzes the influence path and factors of
opinion leaders on consumer consumption intention under the e-business live
broadcast mode, in order to optimize the effect of the letter and interest
transmission of online opinion leaders and strengthen their influence. Promote the
importance of e-business platform to network opinion leaders, maintain their voice,
enrich content operations. Inspire enterprises to identify and cultivate online
opinion leaders, effectively use their influence, and carry out targeted marketing
strategies.
Key words: E-commerce live broadcast, Opinion Leader, Consumer willingness,
Taobao Live
3
目录
摘要 ...........................................................................................................................................................1
关键词 .......................................................................................................................................................1
Abstract .....................................................................................................................................................1
Key wodrs ..................................................................................................................................................2
一、 绪论..................................................................................................................................................4
(一)研究背景 ...............................................................................................................................4
(二)研究意义 ...............................................................................................................................4
(三)研究的基本思路和方法 .......................................................................................................4
1.基本思路.............................................................................................................................5
(四)文献综述 ...............................................................................................................................5
1.国外研究现状.....................................................................................................................5
2.国内研究现状.....................................................................................................................5
二、 淘宝意见领袖特征对消费者购买意愿的影响..............................................................................6
(一)意见领袖 ...............................................................................................................................6
(二)淘宝网 ...................................................................................................................................6
(三)淘宝意见领袖特征对消费者购买意愿的影响 ...................................................................6
4
1.淘宝直播中意见领袖的产品涉入度...................................................................................7
2.淘宝直播中意见领袖的专业性...........................................................................................7
3. 淘宝直播的交互性.............................................................................................................7
4. 意见领袖的知名度.............................................................................................................8
三、 意见领袖推荐信息特征对购买意愿的影响..................................................................................8
(一)意见领袖对购买意愿的影响现状 .......................................................................................8
(二)意见领袖对购买意愿的影响原因分析 ...............................................................................8
1. 推荐产品的呈现形式.........................................................................................................8
2.不同意见领袖的推荐一致性...............................................................................................9
3. 推荐产品的时效性.............................................................................................................9
四、 建议..................................................................................................................................................9
(一)利用直播再生品牌形象 .....................................................................................................10
(二)注重社交属性,增强用户粘性 ...........................................................................................10
(三) 重视年轻消费群体 ........................................................................................................10
(四)识别和培养网络意见领袖 .................................................................................................11
五、 结语................................................................................................................................................11
参考文献..................................................................................................................................................12
致谢..........................................................................................................................................................14
一、 绪论
剩余15页未读,继续阅读
资源评论
南抖北快东卫
- 粉丝: 70
- 资源: 5584
上传资源 快速赚钱
- 我的内容管理 展开
- 我的资源 快来上传第一个资源
- 我的收益 登录查看自己的收益
- 我的积分 登录查看自己的积分
- 我的C币 登录后查看C币余额
- 我的收藏
- 我的下载
- 下载帮助
安全验证
文档复制为VIP权益,开通VIP直接复制
信息提交成功