论文总字数：35809字

摘 要

随着互联网的飞速发展，由网络所催生的直播购物新模式也在近几年得到迅速发展。直播电商以网络直播的方式带给了消费者更为直观的购物体验，也展现了其实时性强、交互性强、打破空间限制等特点。直播电商的队伍不断壮大，消费者也越来越注重电商直播的观看体验，电商网络主播能否深入对产品的介绍，直播平台的互动功能是否丰富多样，直播间的氛围是否和谐，直播界面是否简洁，消费者态度是否受到影响等等，这些都是直播电商互动效应直接或间接的体现。因此研究直播电商互动效应的影响因素具有一定意义，以此展开研究并提出合理建议，也能够为后续的相关研究提供数据支撑。

本文首先对直播电商、消费者态度、交互性和可供性等国内外现有的一些相关学术研究和理论进行梳理与总结，再充分地结合实际，对直播电商互动效应的主要影响因素进行提炼，借鉴一些国内外专家学者的量表设计，得到最终的调查问卷，通过线上发布，收集数据，运用SPSS对其进行检验和分析。最终的验证结果显示：直播平台的可供性对直播电商的互动效应有一定的正向影响，即增强直播平台的可供性有助于增强直播电商的互动效应；直播平台的交互性对直播电商的互动效应有正向影响，即增强直播平台的交互性有助于增强直播电商的互动效应；消费者态度倾向对直播电商的互动效应有一定的正向影响，即重视消费者态度倾向有助于增强直播电商的互动效应。据此，本文提出以下建议：

电商网络主播应深入对产品的介绍，消费者对产品有了全面的了解才会增强购买意愿；电商网络主播不应夸大、虚假宣传，更多是以分享而不是推销的姿态，从而打造真诚平和的直播环境；直播平台应在观看人数过多时限制弹幕数量，避免消费者的弹幕或评论没有被及时回应；增加丰富多样的互动功能并且精简直播界面，从而强化消费者的交互体验；注重产品本身，增强消费者信任；多方介入，建立完善的消费者维权制度。

关键词：直播电商；消费者态度；可供性；交互性

Research on the Interactive Effect of Live E-commerce

Abstract

With the rapid development of the Internet, the new live shopping model spawned by the Internet has also developed rapidly in recent years. Live broadcast e-commerce brings consumers a more intuitive shopping experience by means of webcast, and also demonstrates its characteristics of strong real-time, strong interactivity, and breaking space constraints. The team of live broadcast e-commerce continues to grow, and consumers are paying more and more attention to the viewing experience of e-commerce live broadcasts. Can e-commerce network anchors introduce products in depth, whether the interactive functions of the live broadcast platform are rich and varied, and whether the atmosphere in the live broadcast room is harmonious,whether the live broadcast interface is concise, whether consumer attitudes are affected, etc., these are the direct or indirect manifestation of the interactive effect of live broadcast e-commerce. Therefore, it is of certain significance to study the influencing factors of the interactive effect of live e-commerce to carry out research and make reasonable suggestions,and also provide data support for subsequent related research.

This article uses a combination of theory and empirical research methods. First, it sorts out and summarizes existing related research and theories on live e-commerce, consumer attitudes, interactivity and availability, and then combines reality to interact with live e-commerce. The influencing factors of the effect were refined, and the scale design of some domestic and foreign scholars was used for reference to obtain the final questionnaire, which was published online, collected data, and tested and analyzed using SPSS. The final verification results show that the availability of live streaming platforms has a positive impact on the interactive effects of live streaming e-commerce companies, that is, enhancing the availability of live streaming platforms helps enhance the interactive effects of live streaming e-commerce companies; The interactive effect of live e-commerce has no positive impact; consumer attitudes have a positive impact on the interactive effect of live e-commerce, that is, paying attention to consumer attitudes can help enhance the interactive effect of live e-commerce. Accordingly, this article puts forward the following suggestions:

E-commerce network anchors should introduce products in-depth, and consumers can only increase their willingness to buy when they have a comprehensive understanding of the products; e-commerce network anchors should not exaggerate or falsely promote, and use the attitude of sharing rather than sales to create A sincere and peaceful live broadcast environment; the live broadcast platform should limit the number of barrage when there are too many viewers to avoid consumers’ barrage or comments not being responded to in time; add rich and diverse interactive functions and streamline the live broadcast interface to enhance the consumer’s interactive experience;Pay attention to the product itself to enhance consumer trust; multi-party intervention to establish a complete consumer rights protection system.

Keywords: E-commerce live broadcast; Consumer attitude; Interactive; Affordance

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.3 研究内容及方法 1

1.4 论文框架 2

第二章 文献综述 3

2.1 电商直播 3

2.2 直播电商互动效应研究 4

2.3 文献综述总结与述评 6

第三章 直播电商互动效应因素分析与假设提出 7

3.1 直播电商平台的可供性分析 7

3.2 直播电商平台的交互性分析 8

3.3 消费者态度倾向分析 9

3.4 直播电商互动效应影响因素指标体系 10

第四章 直播电商互动效应调查研究 12

4.1 调查目标 12

4.2 调查对象 12

4.3 调查问卷设计 12

4.4 数据分析 12

4.5 结论 24

第五章 结论及建议 26

5.1 研究结论 26

5.2 管理启示 26

5.3 研究不足与展望 27

致 谢 28

参考文献（Reference） 29

附录 30

第一章 绪 论

1.1 研究背景

在21世纪互联网的飞速发展下，由网络所催生的直播购物新模式也在近几年得到了迅速的发展。在CNNIC发布的第46次《中国互联网络发展状况统计报告》中有提到，“截至2020年6月，我国的网民规模和互联网普及率较2020年3月均有大幅增长。其中，我国电商直播、短视频及网络购物用户规模较3月增长均超过5%，电商直播的用户规模达3.09亿，较2020年3月增长4430万，规模增速达16.7%，成为上半年增长最快的个人互联网应用。”^[1]电商直播在近几年确实处于飞速发展中，网络直播的方式也体现了其实时性强、更加直观、交互性强、打破空间限制等特点。

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