单位代码： 10293 密级：
专业学位硕士论文
论文题目： 淘宝直播情境对用户购买意愿的影响研究
学 号 1319115823
姓 名 汪玉莹
导 师 朱恒民
专业学位类别 工商管理硕士（MBA）
类申请型 非全日制
专业（领域）申请工商管理
论文提交日期2022 年 4 月
IResearch on the impact of Taobao live broadcast
situation on users; purchase intention
Thesis Submitted to Nanjing University of Posts and
Telecommunications for the Degree of
Master of Business Administration
By
Wang Yuying
Supervisor: Prof. Zhu Hengmin
April. 2022
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III 摘要
随着互联网电子商务的全面普及，电商直播这一新型营销模式逐渐诞生并走入大众视野，
被越来越多消费者熟悉和认可。当前电商行业的发展中，“电商+直播”的商业模式研究仍然
是一个比较新颖的内容。探究用户直播情境中的购买意愿影响因素，一方面帮助完善电商行
业消费者心理状态研究，另一方面为电商直播平台的运营以及企业发展提出建议和指导。
本文以淘宝直播平台为研究对象，从感知风险理论和计划行为理论角度，分析在淘宝直
播情境中，主播、产品、营销与价格、平台供应链物流和售后路径等多方面因素对用户购买
意愿影响研究。首先，通过阅读梳理前人研究文献的基础上，构建淘宝直播情境对用户购买
意愿影响的理论模型。其次，通过设计统计量表，发放调查问卷，样本统计分析与表达，统
计出各个指标间的原始数据；利用 SPSS.24 软件对数据进行处理与分析，验证得出淘宝直播
情境下用户购买意愿影响因素。基于实证分析结论，提出企业和淘宝直播平台提升直播用户
购买意愿的对策与建议，包括：企业应重视淘宝直播情境打造，提高主播专业直播能力；严
选淘宝直播企业品牌与产品品类；优化平台内容输出，打造强势内涵，提升直播用户体验；
提高物流供应链效能，完善售后服务体系；加强第三方监督，促进淘宝直播优质长远发展。
关键词: 电商直播；淘宝直播；直播情境；购买意愿
IVAbstract
With the full popularity of Internet e-commerce, the new marketing model of e-commerce live
broadcast is borning and coming into the public eye gradually, and more and more consumers
recognized this marketing model. In the current development of the e-commerce industry, the
business model research of "e-commerce + live broadcast" is still a relatively new content. On the
one hand, exploring the impact factors on users; purchase intention in live broadcast situations helps
to improve the study of consumer psychological state in the e-commerce industry; on the other hand,
it provides advice and guidance for the operation of e-commerce live broadcast platforms and
business development.
This paper takes Taobao live streaming platform as the research object, from the perspective of
perceived risk theory and theory of planned behavior, and analyzes the impact of various factors
such as anchor, product, marketing and price, platform supply chain logistics and after-sales path on
users; purchase intention in the Taobao Live broadcast situations. Firstly, base on reading and
combing previous research literature, we constructe a theoretical model of Taobao users; purchase
intention in live broadcast situations. Secondly, we design statistical scales, distribute questionnaires,
analye sample statistical, and statistics raw data between each indicator; Data was processed and
analyzed by SPSS.24 software. We validate the factors which influence users; purchase intention in
the Taobao Live broadcast situations. Lastly, we summarize the result of empirical analysis, provide
the countermeasures and suggestions, which will help enterprises and Taobao Live broadcast
platform to enhance the users; purchase intention of live broadcast. The specific measures are as
follows: Companies should pay attention to create high quality Taobao Live broadcast situations
and improve the anchor professional live ability; Strictly selected corporate brands and product
categories; Optimize platform content output to create strong connotations and enhance Live
broadcast user’ experience; Improve logistics supply chain efficiency and after-sales service system;
Strengthen third-party supervision to promote the high quality and long-term development of
Taobao Live.
Key words: E-commerce live broadcast; Taobao Live broadcast; Live broadcast situation;
Purchase intention;
V