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Ji yu tong ji fen xi fang fa de wang hong zhi bo dai huo xiao guo ying xiang yin su yan jiu = = A Study on the Factors Influencing the Effectiveness of Netflix Live Streaming with Goods Based on Statistical Analysis Method.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Ji yu tong ji fen xi fang fa de wang hong zhi bo dai huo xiao guo ying xiang yin su yan jiu =/
其他題名:	A Study on the Factors Influencing the Effectiveness of Netflix Live Streaming with Goods Based on Statistical Analysis Method.
其他題名:	Study on the Factors Influencing the Effectiveness of Netflix Live Streaming with Goods Based on Statistical Analysis Method.
作者:	Li, Pengfei.
面頁冊數:	1 online resource (99 pages)
附註:	Source: Dissertations Abstracts International, Volume: 84-11, Section: A.
Contained By:	Dissertations Abstracts International84-11A.
標題:	Web studies. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30311974click for full text (PQDT)
ISBN:	9798379529697

Ji yu tong ji fen xi fang fa de wang hong zhi bo dai huo xiao guo ying xiang yin su yan jiu = = A Study on the Factors Influencing the Effectiveness of Netflix Live Streaming with Goods Based on Statistical Analysis Method.
Li, Pengfei.

Ji yu tong ji fen xi fang fa de wang hong zhi bo dai huo xiao guo ying xiang yin su yan jiu =A Study on the Factors Influencing the Effectiveness of Netflix Live Streaming with Goods Based on Statistical Analysis Method.Study on the Factors Influencing the Effectiveness of Netflix Live Streaming with Goods Based on Statistical Analysis Method. - 1 online resource (99 pages)

Source: Dissertations Abstracts International, Volume: 84-11, Section: A.

Thesis (D.B.A.)--Arizona State University, 2023.

Includes bibliographical references

近年来，随着我国居民消费结构不断升级，数字技术驱动的新消费推动传统消费转型。在新的消费浪潮下企业纷纷寻求突破，电商直播带货成为当下最受企业青睐的线上营销方式。然而企业选择电商直播的方式拓展业务时仍需面对许多问题。本文旨在研究品牌电商在考虑直播时如何选择网红以及网红在直播间的表现对消费者购买意愿的影响。通过设计正交实验，本文从实验数据分析影响网红直播带货效果的关键因素。结合SOR理论模型和问卷调查方法，本文分析了影响消费者购买决策的网红主播特征并梳理出消费者购买决策的影响路径以及关键因素。本文结论对于企业如何选择直播网红，网红在直播间如何影响消费者购买决策，本文的研究成果对提升企业运营效率具有很好的指导意义。

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798379529697Subjects--Topical Terms:

2122754
Web studies.
Subjects--Index Terms:

E-commerce livestreamingIndex Terms--Genre/Form:

542853
Electronic books.

Ji yu tong ji fen xi fang fa de wang hong zhi bo dai huo xiao guo ying xiang yin su yan jiu = = A Study on the Factors Influencing the Effectiveness of Netflix Live Streaming with Goods Based on Statistical Analysis Method.
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502 $a Thesis (D.B.A.)--Arizona State University, 2023.
504 $a Includes bibliographical references
520 $a 近年来，随着我国居民消费结构不断升级，数字技术驱动的新消费推动传统消费转型。在新的消费浪潮下企业纷纷寻求突破，电商直播带货成为当下最受企业青睐的线上营销方式。然而企业选择电商直播的方式拓展业务时仍需面对许多问题。本文旨在研究品牌电商在考虑直播时如何选择网红以及网红在直播间的表现对消费者购买意愿的影响。通过设计正交实验，本文从实验数据分析影响网红直播带货效果的关键因素。结合SOR理论模型和问卷调查方法，本文分析了影响消费者购买决策的网红主播特征并梳理出消费者购买决策的影响路径以及关键因素。本文结论对于企业如何选择直播网红，网红在直播间如何影响消费者购买决策，本文的研究成果对提升企业运营效率具有很好的指导意义。
520 $a In recent years, Chinese consumers have raised their demand for high-quality goods and service. New digital technology has further transformed traditional shopping to online shopping. In the digital era, influencer marketing or live-streaming e-commerce has become the most popular online marketing method. However, companies still encounter many problems when choosing this method to expand their business. This paper investigates how live-streaming by weblebrities influences consumers' purchases. In particular, this paper analyzes and identifies key factors that influence the effect of live-streaming by weblebrities on consumers' purchase decisions. Using the Stimulus, Organism, Response (SOR) theoretical model and the questionnaire survey method, this paper further identifies the characteristics of weblebrity anchors that influence consumers' purchase decisions and how these characteristics affect consumers' final purchase decisions. The findings of this paper can help guide companies to select certain types of weblebrity anchors to attract consumers and improve the efficiency of their operations.
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