电商直播模式下意见领袖对消费者消费意愿的影响——以淘宝直播为例摘要:随着主流媒体技术的不断进步,网络直播平台也迅速崛起。而在线直播的蓬勃发展和直播用户的极速增长,对于电子交易市场来说，由于其产品服务主要依赖于中小型企业，所以在推进其电子商务服务时可以借助到直播平台来实现。以淘宝平台为例，就有很多的商家会借助意见领袖----即网络主播的力量来达到营销的目的。通过直播，可以让店铺所销售的产品更准确地展示在消费者面前，这样一来，不仅能够帮助淘宝店铺提高其曝光率和影响力,最重要的是能够帮助其吸引到越来越多的消费者。在这种被定义为电商直播的新型销售的模式之下，越来越多的淘宝用户开始参考意见领袖的建议并实现购买。在本文当中，首先分析和研究了淘宝直播的性质与类型，并在此基础之上深入了解了这种模式下，各个商家是如何通过意见领袖的作用来影响消费者的购买意愿的；与此同时，也详细的分析了其中的各种影响因素,旨在优化网络意见领袖的信息传播效果,强化其影响力,促进电商平台对网络意见领袖的重视,维护其发言权,丰富内容运营,营造良好的沟通平台。启发企业识别和培育网络意见领袖,有效利用其影响力,开展有针对性的营销策略。关键词：电商直播、意见领袖、消费意愿、淘宝直播Abstract:withtheprogressofstreamingmediatechnology,thenetworklivebroadcastplatformalsorisesrapidly.Livebroadcastingisnolongerjustaformofentertainment,butitisanimportantwayforuserstoobtaininformationandsocialize.Pan-entertainmentpan-lifelivebroadcasthasenteredintomoresubdividedverticalindustries.Withthevigorousdevelopmentofonlinelivebroadcastingandtherapidgrowthoflivebroadcastingusers,theelectronictradingmarket,whichprovidese-commerceservicesforsmallandmedium-sizedenterprises,alsoprovidesliveplatformservicestopromotethemarketingofenterprises.TaobaomerchantsaretypicalrepresentativesofTaobaoplatform,usingopinionleadersinthelivebroadcastasanewmarketingmethodtospreadtheirownproductsandplatforms.Situatedonthe"consumerlivebroadcast"mobilephoneTaobaoplatform,TaobaolivebroadcastthisnewmarketingmethodcanbringTaobaoshoprelativelyhighinfluence,attractmoreconsumerpeople,underthemodelofe-commercelivebroadcastopinionleadersaffectconsumerconsumptionwill.ByanalyzingthecharacteristicsandclassificationofTaobaolivebroadcast,takingTaobaolivebroadcastasanexample,thispaperanalyzestheinfluencepathandfactorsofopinionleadersonconsumerconsumptionintentionunderthee-businesslivebroadcastmode,inordertooptimizetheeffectoftheletterandinteresttransmissionofonlineopinionleadersandstrengthentheirinfluence.Promotetheimportanceofe-businessplatformtonetworkopinionleaders,maintaintheirvoice,enrichcontentoperations.Inspireenterprisestoidentifyandcultivateonlineopinionleaders,effectivelyusetheirinfluence,andcarryouttargetedmarketingstrategies.Keywords:E-commercelivebroadcast,OpinionLeader,Consumerwillingness,TaobaoLive目录...........................................................................................................................................................1.......................................................................................................................................................1.....................................................................................................................................................1..................................................................................................................................................2.......................................................................................
