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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》。上期阅读了文章的绪论，本期我们将进行文献综述的阅读。
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 introduction of the article, and in this issue, we will conduct the literature review.
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
文章在第二章文献综述的中，主要从两个方面进行一是直播电商相关研究综述，二是生鲜农产品定价相关文献综述。
一、直播电商相关研究综述
作者首先对直播电商进行了描述，指出直播电商即：“直播”+“电商”，是一种通过直播进行商品售卖的新型电商模式。目前关于直播电商的研究主要集中在两个方面：
一是直播电商中消费者购买决策相关研究：目前大量关于直播电商的研究主要集中在消费者冲动购买、消费者购买决策、消费者购买意愿；研究采用的方法主要有问卷调查加结构方程分析法，大多数研究都借助“S-O-R”模型、Howard-sheth 模型、EBK 模型、Nicosia 模型分析。
In the second chapter of the literature review, the article focuses on two aspects, one is a review of research related to live e-commerce, and the other is a review of literature related to fresh produce pricing.
I. Review of research related to live e-commerce
The authors firstly describe live e-commerce, pointing out that live e-commerce is "live" + "e-commerce", which is a new e-commerce mode of selling goods through live broadcast. The current research on live e-commerce is mainly focused on two aspects:
First, the research on consumer purchase decision in live e-commerce: a large number of studies on live e-commerce mainly focus on consumer impulse purchase, consumer purchase decision, and consumer purchase intention; the methods used in the research are mainly questionnaires and structural equation analysis, and most of the studies are based on the "S-O-R" model, the Howard-sheth model, and the EB model, Howard-sheth model, EBK model, Nicosia model.
二是“直播电商+”：意思是将直播电商与其他产业相结合的商业模式，已经有学者开展了直播电商与农产品结合的研究工作；除此之外，“服装+直播电商”也是研究热点。虽然目前直播电商应用广泛，但研究问题主要集中初级阶段，没有深层次地挖掘和研究结合相关内容，这也是未来需要重要研究的。
Secondly, "live e-commerce +": meaning the business model of combining live e-commerce with other industries, there are already scholars who have carried out the research work of combining live e-commerce with agricultural products; in addition, "clothing + live e-commerce" is also a research hot spot. Although live e-commerce is widely used at present, the research problem is mainly focused on the primary stage, without deep excavation and research combined with related content, which is also an important research needed in the future.
二、生鲜农产品定价相关文献综述
这方面的研究集中在以下两个方面：一是生鲜农产品供应链，这里作者主要进行了生鲜供应链定义的梳理。生鲜农产品供应链是以生鲜农产品为商品进行流通的供应链系统。
II. Review of literature related to fresh produce pricing
The research in this area focuses on the following two aspects: first, fresh agricultural products supply chain, here the authors mainly carry out the fresh supply chain definition of combing. Fresh produce supply chain is a supply chain system that uses fresh produce as a commodity for circulation.
二是生鲜农产品定价研究，作者经过文献查阅，发现生鲜农产品定价相关的文献中均有考虑新鲜度；除此之外，不同的文献会从商家对商品是否采取保鲜努力、商品质量分级等进行研究讨论。有关定价的研究方法大多数以消费者效用为主，通过比较消费者效用大于 0 时做出购买行为推导得到消需求函数。
Second, fresh produce pricing research, the authors found that freshness is considered in the literature related to fresh produce pricing; in addition, different literature will be discussed in terms of whether merchants take freshness efforts and quality grading of goods. Most of the research methods on pricing are based on consumer utility, and the consumer demand function is derived by comparing the consumer's purchase behavior when the consumer utility is greater than 0.
4.知识补充
结构方程分析法是实证研究中比较重要的一种研究工具，验证性因子分析、高阶因子分析、路径及因果分析、多时段设计、单形模型及多组比较等均属于结构方程模型中的分析 ，常用的分析软件有LISREL、Amos、EQS、MPlus。
结构方程模型包含为测量模型和结构模型：测量模型分析指标和潜变量；结构模型则是用于分析潜变量之间的关系。
Structural equation analysis is one of the more important research tools in empirical research. Structural equation models are commonly used in validation factor analysis, higher-order factor analysis, path and causality analysis, multi-time designs, monomorphic models, and multi-group comparisons, etc. The commonly used analysis software are LISREL, Amos, EQS, and MPlus.
Structural equation modeling consists of measurement models and structural models: measurement models analyze indicators and latent variables; structural models are used to analyze the relationship between latent variables.
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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.
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