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| 场景重构——李佳琦直播间影响消费行为的动因分析 摘要：近几年，电商直播蓬勃发展，李佳琦直播间就是一个典型代表。本文主要通过问卷调查，以李佳琦直播间为研究对象，从场景重构的“人货场”角度切入，分析影响消费行为的原因以及如何产生影响。通过问卷结果以及分析总结，最终得到“人货场”这三方面的六个原因，即 KOL主播的专业能力和MCN机构的选品信誉、商品的全面呈现和高性价比、直播间的促销手段和快捷方便。 关键词：李佳琦直播间；场景重构；消费行为 Abstract: In recent years,e-commerce live broadcasts have flourished, and Li Jiaqi live studio is a typical representative. This article mainly uses a questionnaire survey,taking Li Jiaqi live broadcast room as the research object, from the perspective of the scene reconstruction of the "people and goods field", and analyzes the reasons that affect consumer behavior and how to affect it. Through the results of the questionnaire and analysis and summary,we finally get the six reasons for the three aspects of "people and goods field", namely the professional ability of the KOL anchor and the reputation of the MCN organization, the comprehensive presentation of the product and the high cost performance, the promotion method in the live broadcast room and the speed and convenience. Keywords: Li Jiaqi live broadcast room; scene reconstruction; consumer behavior |
