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内容提要

本期将开启新文献的阅读，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》。我们本期就先对文章的关键词进行凝练，了解文章的基本内容。

This issue will open the reading of a new literature. An article by Hongquan Pan, a scholar at Southeast University: A study of live e-commerce fresh supply chain decision making considering consumer behavior . We will start this issue by condensing the key words of the article to understand the basic content of the article.

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.

思维导图

精读内容

文章题目为考虑消费者行为的直播电商生鲜供应链决策研究，从中可以得到消费者行为、直播电商、生鲜供应链、决策研究四个关键词。

消费者行为：消费者的购买决策行为，由于信息以及其他因素的干扰，消费者会决定是否购买，以及购买的方式，购买的时间等等。

直播电商：直播与电商结合，通过直播进行商品售卖。

生鲜供应链：以生鲜农产品为商品流的供应链。

决策研究：直播努力程度、产品的销售价格、供应链最佳利润。

The title of the article is A study of live e-commerce fresh supply chain decision making considering consumer behavior , from which we can get four key words: consumer behavior, live e-commerce, fresh supply chain, and decision study.

Consumer behavior: consumer's purchase decision behavior, due to the interference of information and other factors, consumers will decide whether to buy, and the way to buy, the time to buy, etc.

Live e-commerce: Live broadcast is combined with e-commerce, and goods are sold through live broadcast.

Fresh supply chain: A supply chain with fresh agricultural products as the commodity flow.

Decision-making research: the level of live-streaming effort, the selling price of the product, and the optimal profit of the supply chain.

下面我们看作者从文章提炼的关键，有五个：直播电商、商家直播、网红直播、心理账户、生鲜农产品。

直播电商生鲜供应链是文章的研究对象，通过直播加电商的模式进行生鲜农产品销售，从上游的供应链、中游的商家与主播，最后到下游的消费者手中，整个完整的供应链系统。

商家直播和网红直播是目前常见的两种直播模式。商家直播就是商家自己培养员工成为主播，搭建直播间，介绍产品销售产品；网红直播则是商家与直播机构或者主播（如李嘉琪）合作，支付佣金，让他们来销售产品。

心理账户则是消费者对经济行为的记录和评估。

作者关于关键词的选择，心理账户个人认为可以换为消费者行为，这样会更贴切，与文章的标题以及后的研究内容会相符一点，心理账户是消费者行为的影响因素；生鲜农产品可以变为生鲜供应链，明确研究对象。（仅仅是小编个人学习想法！！！）

Here we see the key extracted by the author from the article, there are five: live e-commerce, live merchants, live netizens, psychological accounts, and fresh agricultural products.

Live e-commerce fresh supply chain is the research object of the article. Through the mode of live broadcast plus e-commerce for fresh produce sales, the whole complete supply chain system from the upstream supply chain, midstream merchants and anchors, and finally to the downstream consumers.

The merchant live broadcast and the net celebrity live broadcast are two common live broadcast models at present. Merchant live is the merchants themselves to train their employees to become anchors, build a live room, introduce products to sell products; Netflix live is the cooperation between merchants and live broadcast agencies or anchors (such as Jiaqi Li), pay commissions, so that they can sell products.

Psychological account, on the other hand, is a record and evaluation of consumers' economic behavior.

The author on the choice of keywords, psychological account personally think can be transposed to consumer behavior, so it will be more relevant, and the title of the article and after the research content will match a little; fresh agricultural products can become fresh supply chain, clear research object. (Just my personal study idea!!!)

知识补充

心理账户，心理的小本本。它会影响消费者行为，从而做出一些会违背常见经济*运学**算法则的决定。心理账户的存在，会让消费者在进行消费时将实际价值与价格与内心中的价值和价格进行比较，这样的双重比较，带有主观的感情色彩在里面，每个人都会有自己一杆秤去衡量每一笔钱该怎么去花。

Psychological accounts can influence consumer behavior and lead to decisions that go against common economic algorithms. The existence of psychological accounts allows consumers to compare actual value and price with their internal value and price when making purchases, a double comparison with subjective emotions in which each person has his or her own scale to measure how to spend each amount of money.

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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！