基于用户消费特性的网络直播营销策略研究——以抖音 APP为例【摘要】随着移动网络提速和智能设备的普及，网络直播营销大肆生长充满了活力成为了新生经济。但在传播的平台上呈现的内容价值和标准不一严重影响了传播的效果，出现了审美疲劳。如何掌握用户持续使用的意愿最为关键，而在网络直播中主播则为意见领袖，直接影响消费者行为。因此，本研究将会从消费者的角度出发，以抖音 APP 为例，研究他们的用户消费特性的具体情况，从而找出相应的发展对策。本文主要采取案例分析法。通过调查问卷和访谈的方式收集第一手数据，以了解现阶段用户对抖音 APP 的看法，从认知差异 Kano 模型出发，引出直播营销的现阶段情况，分析影响用户的消费行为的可能因素，解决直播营销面临的困难。最后结合实际情况对网络直播营销的用户消费特性进行研究并提出合理的建议。【关键词】网络直播；持续使用意愿；意见领袖；认知差异 Kano 模型Research on the strategy of webcast marketing based on the consumption characteristics of users -- Taking tiktok APP as an example [Abstract] With the rapid development of mobile network and the popularization of intelligent devices, live network marketing has grown vigorously and become a new economy. However, the different content values and standards presented on the platform of communication seriously affect the effect of communication, resulting in aesthetic fatigue. How to master the user's willingness to continue to use is the most critical, while in the live network, the anchor is the opinion leader, which directly affects consumer behavior. Therefore, this study will start from tiktok APP, taking consumer perspective as an example to study their specific characteristics of consumer characteristics, and find out the corresponding development strategies.This paper mainly adopts case analysis method. First hand data were collected through questionnaires and interviews to understand the users' perception of APP. From the cognitive differential Kano m...
