“”——直播带货受众的参与动机研究以李佳琦为例I摘要“直播带货”已经成为电商平台激发新生消费力量的最大增长点，呈“野蛮式”发展。中国电商直播市场规模在2010萌芽后爆发增长，根据有关信息可知，国内直播平台在2019年已拥有超过五个亿的用户数量，而直播及有关的电商行业在营运规模方面则达到了4228亿人民币。2020年，新冠疫情成为了直播电商的催化剂，众多明星与网络红人纷纷踏入直播圈，开始引起社会的广泛关注。然而，目前学界对于直播带货现象的研究数量较少，针对受众动机的研究更是匮乏，从而也无法在社会心理层面对其进行解读，更难以从传播学的角度提出有实践意义的参考。综上，本研究旨在通文献参考法和扎根研究法探究直播带货的受众动机，尤其是直播带货中非商业因素对受众的影响，理解直播带货现象兴起背后深层次的社会心理原因，为直播这一媒体的未来发展提出相关建议关键词：网络；直播带货；电商；受众动机；社会心理；传播方式；AbstractII"Livedeliverywithgoods"hasbecomethebiggestgrowthpointofthee-commerceplatformtostimulatenewconsumerpower,showinga"barbaric"development.ThescaleofChina'se-commercelivebroadcastingmarkethasgrownrapidlysince2010.In2019,thescaleoflivebroadcastusershasexceeded500million,andthetotalscaleoflivee-commerceindustryhasreached422.8billionyuan.In2020,thenewcrownepidemichasbecomeacatalystforlivee-commerce.ManystarsandInternetcelebritieshavesteppedintothelivebroadcastingcircle,andbegantoattractextensiveattentionfromthesociety.However,atpresent,therearefewstudiesonthephenomenonoflivedeliveryintheacademiccircle,andtheresearchonthemotivationoftheaudienceisevenless,soitisimpossibletointerpretitfromthesocialpsychologicallevel,anditismoredifficulttoputforwardpracticalreferencefromtheperspectiveofcommunicationscience.Tosumup,thisstudyaimstoexploretheaudiencemotivationoflivedeliverybycombiningqualitativeandquantitativemethods,especiallytheimpactofnon-commercialfactorsontheaudience,understandthedeep-seatedsocialpsychologicalreasonsbehindtheriseoflivedelivery,andputforwardrelevantsuggestionsforthefuturedevelopmentoflivebroadcastKeywords：network;livedelivery;e-commerce;audiencemotivation;socialpsychology;communicationmode目录III（一）正文绪论................................................................................................................................................................1第一章：网络直播带货的出现以及发展.........................................................................................................2（一）网络直播出现的背景............................................................................................................................（二）网络直播带货发展阶段.......................................................................................................................第二章：直播带货与普通商品销售的区别差异..............................................................................................2（一）直播带货相对于普通商品销售的优点.................................................................................................（二）直播带货相对于普通商品销售的缺点.................................................................................................第三章：直播带货的传播过程及受众情绪.....................................................................................................3（一）直播带货的传播过程............................................................................................................................（二）影...
