⑤毕业设计（论文）题目网络直播带货的消费者购买行为影响因素研究院系经济管理系专业班级信管17k1班学生姓名指导教师网络直播带货的消费者购买行为影响因素研究以抖音短视频平台为例摘要网络直播从2015年逐渐走进大众的视野，近几年得到快速的发展，通过网络直播进行营销以低成本、高互动性等优势，获得了巨大利润。直播带货作为一种新兴的网络购物渠道，以实时互动和满足消费者需求来展示商品为特征，提供真实的在线展示，通过营造消费者的身临其境感来弥补无法近距离感知商品的缺憾，主播的后台准备与前台演出、消费者作为观众的在线参与、各类MCN(内容整合机构)的剧班化运营、直播平台的体系化运行共同构建了营销与消费的场景。网络直播带货引起了很多消费者的注意，在吸引流量的同时也为商家带来了丰厚的利润。本文主要探讨了主播在进行直播带货时，消费者购买行为的影响因素，通过抖音短视频平台中的某个带货主播在直播中的语言、行为、内容主题等特征对消费者购买决策的的影响的数据分析，为直播带货提出策略建议。消费者购买决策是指消费者谨慎地评价某一产品、品牌或服务的属性并进行选择、买能满足某一特定需要的产品的过程。本文采用个案分析的研究方式，通过对前人研究成果和直播带货现状的回顾和总结，提取电商直播的情境下，主播对消费者购买意愿产生影响的因素，基于消费者购买决策，以主播语言为研究中心，通过问卷调查的方式，用因子分析和主成分分析的方法进行数据分析，得出结论，提出建议。本次问卷调查面向所有消费者，在设计过程中结合此论文的具体问题设计了各个变量的测试题项，为期三天时间，发放问卷264份，其中有效问卷203份，使用SPSS数据分析软件对调查问卷进行分析，最终得出结论：在直播间内，主播除了介绍商品的语言之外，还可以从库存、发货、价格、粉丝福利、售后这几个方面多加介绍，通过与消费者的语言互动，营造库存危机来影响消费者的购买行为。基于此研究结论，提出了带货主播要增强自身魅力、抓住消费者心理，消费者要参与互动等的建议。关键词：直播带货；带货主播：因子分析；购买行为：影响因素AbstractWebcast has gradually come into the public's view in 2015,and has developedrapidly in recent years.With the advantages of low cost and high interactivity,webcast marketing has made huge profits.Live delivery,as a new online shoppingchannel,is characterized by real-time interaction and meeting the needs of consumersto display goods.It provides real online display,and makes up for the lack ofshort-range perception of goods by creating a sense of immersiveness of consumersAll kinds of MCN (content integration organization)drama class operation,thesystematic operation of the live platform together build a marketing and consumptionscene.Webcast with goods has attracted the attention of many consumers,whileattracting traffic,it also brings huge profits for businesses.This paper mainlydiscusses the factors that influence the purchasing behavior of the anchor whencarrying live goods,and analyzes the influence of the language,behavior,content andtheme of a certain cargo anchor in the live short live video on the consumer's purchasedecision,and puts forward some strategic suggestions for the tiktok.Consumer purchase decision refers to the process that consumers carefullyevaluate the attributes of a product,brand or service,and choose to buy a product thatcan meet a specific need.In this paper,through the case study,through the review andsummary of previous research results and the current situation of live broadcasting,we extract the factors that affect consumers'purchase intention under the situation ofe-commerce live broadcasting.Based on consumers'purchase decision,we take theanchor language as the research center,and through the questionnaire survey,Factoranalysis and principal component analysis are used to analyze the data,drawconclusions and put forward suggestions.This questionnaire is designed for allconsumers.In the design process,the test items of each variable are designedaccording to the specific problems of this paper.A total of 264 questionnaires aredistributed for three days,of which 203 are valid.The questionnaire is analyzed bySPSS data analysis software,and the final conclusion is that in the live broadcastroom,the anchor not only introduces the language of the product,but also introducesthe product,We can also introduce more from the aspects of inventory,delivery,price,