直播带货中的产品需求、促销与稀缺感对消费行为影响的研究与营销策略建议

作     者：蔡丹丰 王慧南 梁霄 

作者机构：宁波大学科学技术学院浙江 宁波 宁波大学商学院浙江 宁波 

出 版 物：《电子商务评论》 (E-Commerce Letters)

年 卷 期：2025年第14卷第1期

页      面：440-448页

学科分类：0202[经济学-应用经济学] 02[经济学] 020205[经济学-产业经济学] 

基　　金：浙江省哲学社会科学规划课题(23NDJC124YB)宁波市越窑青瓷文化研究中心项目 

主　　题：直播带货 产品需求 促销 稀缺感 消费行为 

摘      要：本文深入探讨了直播带货中产品需求、促销与稀缺感对消费行为的影响机制,并结合上林瓷苑青瓷茶具品牌的案例进行分析,提出了相应的营销策略建议。研究结果表明,产品需求是消费者购买决策的基础,促销手段能够提升消费者的购买意愿,而稀缺感则能够激发消费者的竞争心理和占有欲。商家和主播需要综合考虑这三个因素,制定合适的营销策略,以提高消费者的购买意愿和购买转化率。本文建议主播深入了解消费者需求、合理运用促销手段、适度营造稀缺感、提高直播质量、利用社交媒体进行宣传以及加强售后服务,以提升直播带货的效果和效率。This paper deeply discusses the impact mechanism of product demand, promotion and scarcity on consumer behavior in live streaming, and analyzes the case of Huaxizi beauty brand, and puts forward corresponding marketing strategy suggestions. The results show that product demand is the basis of consumers’ purchase decision, promotion can enhance consumers’ purchase intention, and scarcity can stimulate consumers’ competitive psychology and possessiveness. Merchants and anchors need to consider these three factors comprehensively and develop appropriate marketing strategies to improve consumers’ purchase willingness and purchase conversion rate. This paper suggests that anchors have a deep understanding of consumer needs, rationally use promotional means, appropriately create a sense of scarcity, improve the quality of live streaming, use social media for publicity and strengthen after-sales service, so as to improve the effect and efficiency of live streaming.