华业设计（论文）设计（论文）题目：直播带货模式下消费者购买行为研究学院名称：经济与管理学院专业：市场营销班级：姓名：学号指导教师：职称企业导师：企业名称：定稿日期：2021年4月19日中文摘要摘要在互联网时代，网络技术的进步以及智能终端的普及，直播对于消费者而言已经不再陌生。同时随着社会经济的发展，人们可支配收入增加，以及中国互联网支付技术不断更新，物流体系逐渐发展，人们的消费需求也就越来越大。在“直播”这一大趋势之下，直播带货模式应运而生。主播借助其社交化、娱乐化的信息传播方式使产品与直播观众快速建立情感连接从而推动直播观众产生购买消费行为，直播社交平台、品牌商、网红主播和直播观众的共同助力使得直播带货模式在短时间内快速崛起。其本身的社交性、互动性、创新性等特点吸引了许多消费者，对其消费行为产生了一定的积极影响。直播带货的群体广泛、产品种类多样，满足消费者多样化个性化的消费需求，提升了消费者的购物体验。但是直播带货也对消费者的消费行为产生了一些消极的影响。本文通过对直播带货模式下消费者行为进行线上问卷调查的方式，然后对调查结果进行描述性分析和交叉性分析，发现直播带货模式下消费者容易产生冲动消费、盲目消费、过度消费、超前消费等不理智的消费行为。然后从政府、直播平台、消费者三个层面提出相应建议，引导消费者理性消费。关键词：直播带货、消费行为、消费心理ABSTRACTIn the Internet era,with the progress of network technology and the popularity ofintelligent terminals,live broadcast is no longer strange to consumers.At the sametime,with the development of social economy,the increase of people's disposableincome,the continuous update of China's Internet payment technology and thegradual development of logistics system,people's consumption demand is alsogrowing.Under the trend of "live broadcasting",the mode of live broadcasting withgoods arises at the historic moment.With the help of its socialized and entertainingway of information dissemination,the anchor can quickly establish emotionalconnection between the product and the live audience,so as to promote the liveaudience's purchase and consumption behavior.With the help of the live socialplatform,the brand,the online anchor and the live audience,the live delivery modehas risen rapidly in a short time.Its sociality,interactivity,innovation and othercharacteristics attract many consumers and have a positive impact on theirconsumption behavior.With a wide range of groups and a variety of products,livebroadcasting can meet the diversified and personalized consumption needs ofconsumers,and improve the shopping experience of consumers.But live with goodsalso has a negative impact on consumer behavior.In this paper,through the onlinequestionnaire survey of consumer behavior under the mode of live broadcasting withgoods,and then descriptive analysis and cross analysis of the survey results,it isfound that consumers under the mode of live broadcasting with goods are prone toimpulse consumption,blind consumption,excessive consumption,excessiveconsumption and other irrational consumption behavior.Then from the government,live platform,consumer three levels put forward corresponding suggestions to guideconsumers rational consumption.Key Words:live broadcast with goods,consumer behavior,consumer psychology