设计（论文）题目：直播带货模式下消费者购买行为研究摘要在互联网迅速发展的时代，不断普及的智能化终端和迅猛发展的网络技术，让直播成为了家喻户晓的互动方式。同时随着社会经济的发展，人们可支配收入增加，以及中国互联网支付技术不断更新，物流体系逐渐发展，人们的消费需求也就越来越大。在“直播”这一大趋势之下，直播带货模式应运而生。主播利用自身娱乐化、社交化的传播信息途径帮助直播观众和产品迅速建立紧密的联系进而促进参与直播的用户产生消费购买的欲望，直播观众、当红主播、品牌商和社交直播平台彼此发力，在短时间内帮助带货直播迅速发展，家喻户晓。因为带货直播自身所具备的创新性、互动性、社交性，众多消费者纷纷抢购，推动消费者进行更大规模的消费。直播带货的群体广泛、产品种类多样，满足消费者多样化个性化的消费需求，提升了消费者的购物体验。但是直播带货也对消费者的消费行为产生了一些消极的影响。本文通过对直播带货模式下消费者行为进行线上问卷调查的方式，然后对调查结果进行描述性分析和交叉性分析，发现直播带货模式下消费者容易产生冲动消费、盲目消费、过度消费、超前消费等不理智的消费行为。然后从政府、直播平台、消费者三个层面提出相应建议，引导消费者理性消费。关键词：直播带货、消费行为、消费心理PAGE\*MERGEFORMAT2ABSTRACTIntheeraoftherapiddevelopmentoftheInternet,theever-popularizingintelligentterminalsandrapidlydevelopingnetworktechnologieshavemadelivebroadcastingawell-knowninteractivemethod.Atthesametime,withthedevelopmentofsocialeconomy,theincreaseofpeople'sdisposableincome,andthecontinuousupdatingofChina'sInternetpaymenttechnology,thelogisticssystemhasgraduallydeveloped,andpeople'sconsumerdemandhasalsoincreased.Underthegeneraltrendof"livestreaming",thelivestreamingmodeofbringinggoodscameintobeing.Theanchorusesitsownentertainmentandsocialcommunicationchannelstohelpthelivebroadcastaudienceandtheproductquicklyestablishacloseconnection,therebypromotingtheuserswhoparticipateinthelivebroadcasttohavethedesiretoconsumeandpurchase.Thelivebroadcastaudience,popularanchors,brandownersandsociallivebroadcastplatformsworktogethertopromoteeachother.Inashortperiodoftime,therapiddevelopmentoflivestreamingtohelpbringgoodshasbecomeahouseholdname.Becauseoftheinnovative,interactive,andsocialnatureoflivestreaming,manyconsumershaverushedtobuy,pushingconsumerstoconsumeonalargerscale.Thelivebroadcasthasawiderangeofgroupsanddiverseproductcategories,whichmeetsthediversifiedandpersonalizedconsumerneedsofconsumersandenhancestheshoppingexperienceofconsumers.However,livestreaminghasalsohadsomenegativeeffectsonconsumers'consumptionbehavior.Thisarticleconductsanonlinequestionnairesurveyonconsumerbehaviorinthelivestreamingmode,andthenconductsadescriptiveandcross-analysisofthesurveyresults.Itisfoundthatconsumersarepronetoimpulsiveconsumption,blindconsumption,andexcessiveconsumptioninthelivestreamingmode.,Irrationalconsumerbehaviorssuchasadvancedconsumption.Thenputforwardcorrespondingsuggestionsfromthethreelevelsofthegovernment,livebroadcastplatform,andconsumerstoguideconsumerstoconsumerationally.KeyWords：livebroadcastwithgoods,consumerbehavior,consumerpsychologyPAGE\*MERGEFORMAT2目录1绪论.........................................................................................................11.1研究背景........................................................................................................11.2研究意义........................................................................................................11.2.1理论意义：丰富了...
