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1.内容提要
本期将继续阅读东南大学潘红全学者的文章：《考虑消费者行为的直播电商生鲜供应链决策研究》。上期阅读了文章中直播电商中消费者的行为会受到哪些因素的影响，本期我们将进一步学习直播电商下消费者决策行为分析。
In this issue, we will continue to read the article by Hongquan Pan, a scholar from Southeast University: A Study on Fresh Supply Chain Decision Making for Live E-Commerce Considering Consumer Behavior . In the last issue, we read the article on what factors influence consumer behavior in live e-commerce, and in this issue, we will further learn about the analysis of consumer decision-making behavior under live e-commerce.
本期内容将从思维导图、精读内容和知识补充三部分展开。
In this issue, we will start from three parts: mind map, intensive reading content and knowledge supplement.
2.思维导图
3.精读内容
从上图中分析中，我们可以从文章中得知直播电商下消费者决策行为分为是否观看直播以及是否购买商品，其中是否观看直播在先，因为只有消费者产生观看直播的行为后才可能发生购买行为。观看决策即消费者决定是否观看直播，消费者是否观看直播受直播前直播相关方（如平台、主播、商家等）披露的信息的影响，消费者的观看决策也属于购买决策上层行为。此时消费者会对比看直播和不去看直播的效用，当去看直播的效用之大于不去看直播的效用时，消费者就会倾向于去观看直播。
基于这种描述，文章指出需要对观看决策阶段影响消费者是否去看直播的相关因素进行分析。这里分析采用的支撑理论为消费者接受购物模型。
From the analysis in the above figure, we can learn from the article that the consumer decision-making behavior under live e-commerce is divided into whether to watch live and whether to buy goods, of which whether to watch live in the first, because only after the consumer produces the behavior of watching live may occur after the purchase behavior. Watching decision that consumers decide whether to watch live, whether consumers watch live by live related parties (such as the platform, anchor, merchants, etc.) before the disclosure of information, the consumer's viewing decision also belongs to the upper level of the purchase decision behavior. At this point, consumers will compare the utility of watching and not watching the live broadcast, and when the utility of going to watch the live broadcast is greater than the utility of not going to watch the live broadcast, consumers will tend to go to watch the live broadcast.
Based on this description, the article points out the need to analyze the factors related to the viewing decision stage that influence whether consumers go to watch live. The supporting theory used for the analysis here is the consumer acceptance online shopping model.
如上图所示，消费者在线接受购物接受模型中，消费者首先感知在线有用性，主观上感知到在线购物带来的价值；然后感知在线购物的方便性指消费者只需比较他们需要的商品和服务的质量，并且网站浏览速度快、简单易理解操作界面，正确的商品分类等使消费者感受到网上购物的方便。感知有用性和感知方便性让消费者获得在线感知利益，同时消费者感知风险让消费者感知利失，最后消费者感知利得和感知利失共同作用影响消费者购物行为。
As shown in the figure above, consumers accept shopping acceptance model online, consumers first perceive online usefulness, subjectively perceive the value brought by online shopping; perceived online shopping convenience means that consumers only need to compare the quality of goods and services they need, and the website browsing speed, simple and easy to understand the operating interface, the correct classification of goods, etc. make consumers feel the convenience of online shopping and have a great convenience. Perceived usefulness and perceived convenience allow consumers to gain online perceived benefits, while consumer perceived risks allow consumers to perceive benefits and losses, and finally consumer perceived benefits and perceived benefits work together to influence consumer shopping behavior.
基于上述消费者在线购物接受模型，有学者在此基础融入心理账户，将心理账户应用于消费者购买决策模型中，感知在线购物利益归为获得账户，感知在线购物风险归为损失账户。只有心理账户大于0，消费者才做出购买或观看行为。
Based on the aforementioned consumer online shopping acceptance model, some scholars have incorporated psychological accounts in this basis and applied psychological accounts to the consumer purchase decision model, where perceived online shopping benefits are classified as gain accounts while perceived online shopping risks are classified as loss accounts. Only when the psychological account is greater than 0, the consumer makes a purchase or viewing behavior.
4.知识补充
消费者的购买行为也可以称之为消费者行为，消费者的购买行为分为五个阶段。第一个阶段就是确认需求。第二阶段就是收集资料。在这一阶段消费者会通过各种渠道获取商品的信息。第三阶段则是评估选择，对前面搜集的信息进行整理，分析，做出选择，这里也是消费者策略性的一种体现。第四阶段消费者就做出购买决策，确定自己的购买意图。最后阶段，即第五个阶段则是对整个消费效果的评价，这评价会关系以后是会会回购等决策。
Consumer buying behavior can also be called consumer behavior, consumer buying behavior is divided into five stages. The first stage is to identify the need. The second stage is to collect information. In this stage, consumers will obtain information about the product through various channels. The third stage is to evaluate the choice, the information collected in front of the organization, analysis, to make a choice, here is also a reflection of the consumer strategy. In the fourth stage, the consumer makes a purchase decision and determines his or her purchase intention. The final stage, i.e. the fifth stage, is the evaluation of the overall consumer effect, which will be related to future decisions such as repurchase.
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参考资料：谷歌翻译、百度百科；
参考文献：
[1]潘红全.《考虑消费者行为的直播电商生鲜供应链决策研究》[D].东南大学，2021.
本文由LearningYard学苑整理并发出，如有侵权请在后台留言！