近年来，直播电商已成为我国主流电子商务渠道之一，吸引大批消费者在直播间购买商品。作为一个快速发展新兴渠道，其背后所蕴藏的问题也逐渐浮现。本文以东方甄选为研究对象，通过案例研究的方法，对直播电商自营品牌对消费者购买意愿的影响进行了研究。对消费者而言，直播电商行业存在三大核心疑虑点，包括商家售卖低价低质、假冒伪劣、三无产品等所引发的产品质量问题；宣传虚假产品产地、资质、功效等信息所引发的宣传诚信问题；以及拖延推诿、维权无门、不退不换所引发的售后服务问题。为研究直播电商带货机构如何通过自营品牌提升消费者购买意愿，本文选用东方甄选公司进行案例研究，发现东方甄选通过打造自营品牌，并建立相关多层次机制，尝试消除消费者相关疑虑点。在产品质量问题方面，东方甄选引入相关招标机制、质检机制、以及跨部门团队监督机制。在宣传诚信问题方面，东方甄选采取话术培训、图文审核及溯源宣传确保所宣传信息合法合规。在售后服务问题方面，东方甄选自建物流及售后体系，同时动态监测私域及中差评反馈，从而解决消费者对直播电商三大核心疑虑点，提升消费者购买意愿，同时有效帮助企业机建立品牌竞争壁垒，巩固品牌流量，沉淀企业利润。为验证东方甄选自营品牌运作体系是否能有效提高消费者购买意愿，本文综合直播间产品曝光率、点击率、销量、每千人成交额（GPM）、以及退货率数据指标进行研究，并进一步通过建模分析，发现对比东方甄选抖音直播间代卖产品牌，自营品牌产品在上述维度均有正向提升，佐证自营品牌通过解决消费者对产品质量、宣传质量及售后服务的疑虑以提高消费者购买意愿的机制链条。
Live streaming has become a prominent e-commerce channel in China in recent years, attracting a large number of consumers to purchase goods on live streaming platforms. However, as a rapidly emerging channel, it has also brought new challenges to consumers. This paper examines the live stream e-commerce industry by utilizing East Buy Holding Limited (“Easy Buy”) as an example and uses a case study methodology to investigate the impact of private brands in live e-commerce on consumers‘ purchase intentions.There are three core concerns for consumers in the live streaming e-commerce industry, which include product quality issues caused by merchants selling low-quality and fraudulent products; marketing credibility issues caused by false claims of product origin, qualifications, and other details; and after-sales service issues caused by irresponsible merchants.Through the case study of Easy Buy, this paper finds that Easy Buy addresses the above mentioned consumers concerns by creating private brands and establishing a relevant management model. To address product quality issues, Easy Buy introduces relevant bidding mechanisms, quality inspection mechanisms, and cross-departmental team supervision mechanisms. To address marketing credibility issues, Easy Buy provides host training, graphic and text review, and product origin tracing videos to ensure that the advertised information is legal and compliant. To address after-sales service issues, Easy Buy builds its own logistics and after-sales department and dynamically monitors private domain for negative reviews and feedback. As a result, these efforts have addressed the three core concerns of consumers, enhanced their purchase intentions, and helped Easy Buy establish brand competitive barriers, consolidate brand image, and solidify enterprise profits.To further verify whether Easy Buy‘s private brand strategy effectively improve consumers‘ purchase intentions, this paper comprehensively studies the data indicators of live streaming rooms, such as product exposure rate, click-through rate, sales volume, GPM, and return rate. The data is analyzed through regression, finding that private brand products in Easy Buy‘s Douyin live streaming room show positive improvements in all of the above data indicators compared to non-private brands.
