自2016年拉开序幕以来，直播电商行业经历了突飞猛进的发展。2020年疫情爆发，“宅经济”带动线上消费方式加速发展，由“网红+电商直播”的新商业模式也在逐渐发展和成熟。网红主播通过电商直播平台将自己的流量变现，在为带货商品带来关注度的同时，也助力直播电商行业快速发展。未来，在网红主播的加成下，直播电商行业的市场规模将会有广阔发展空间。因此，本文对网红主播电商直播及消费者在网红直播间的购买行为进行深入的分析和研究。首先，本文分析了网红经济下直播电商行业的产业链生态与主要参与者情况，重点关注网红主播作为电商直播体系中的重要定位及其商业模式。其次，从供需双方特点展开，对网红直播间消费者的购买行为的特征进行分析。最后，利用收集的淘宝直播平台上美妆产品的相关直播数据，对网红电商直播对于消费者购买行为的影响进行实证分析和探究，主要从直播类型、主播特质、地域偏好三个层面开展研究，以获得更直观和深入的理解。研究结论表明，直播电商行业产业链主要包括上游供货方、中游平台及主播、下游消费者以及外部的直播电商基础设施支持机构。其中，网红主播是直播电商产业链的核心。在消费者购买行为特征方面，网红电商直播符合消费者线上购物的习惯、满足粉丝追星的心理需求，并通过场景化的购物方式促进消费者冲动消费。关于网红电商直播对消费者购买行为的影响，直播类型层面，相比于商家主播，网红主播的关注度和带货能力能够显著带动消费者的购买行为。从主播特质层面，对商家销售商品而言，邀请粉丝度、转化度较高的网红主播有利于提振商品销售情况；而对MCN机构培养网红主播而言，头部网红主播的粉丝度、互动度有助于提升个人带货能力，非头部网红主播则可以通过粉丝度和明星效应方面提高个人的带货能力。从地域偏好角度，消费者在网红直播间购买商品时，其购买行为具有一定地域偏好，即倾向于选择与自己同地区的网红主播直播间进行购买。
E-commerce live streaming has experienced rapid development since 2016. The stay-at-home economy has accelerated the development of online consumption due to the COVID-19 in2020. As an important participant, Internet celebrities not only bring attention to the e-commerce live streaming, but also promote the rapid development of the industry. The follow-up research in this article will focus on the relationship between the Internet celebrities’ e-commerce live streaming and the consumers’ purchase.Firstly, the industry chain of the e-commerce live streaming will be analyzed to better understand the position and business model of Internet celebrities. Secondly, the characteristics of consumers' purchase will be considered. Finally, the data from Taobao Live will be used to take empirical research on the impact of Internet celebrities’ e-commerce live streaming on consumers’ purchase.Conclusions show that Internet celebrities play an important role as they help build links between products and consumers. And the Internet celebrities’ e-commerce live streaming conforms to consumers' online shopping habits, meets the needs of fans, and promotes consumer impulsive consumption through scene-based shopping methods. Regarding the impact of the Internet celebrities’ e-commerce live streaming on consumer purchase behavior, Internet celebrities can drive consumer purchases more than merchant themselves. Different characteristics of Internet celebrities will have different influences on the product sales and their individual carrying capacity. Meanwhile, consumers tend to buy products from the Internet celebrity who comes from the same city.
