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新媒体视域下青年消费者参与直播购买的影响因素研究

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电子商务评论 2025年第1期14卷 3549-3556页

作者：王子扬南京林业大学人文社会科学学院江苏南京

数字技术的发展带来网络购物模式的转变,电商直播应运而生。电商直播以其游戏化的直播策略、多元化的直播主体、在地化的场景直播方式在青年网民中广受欢迎,青年网民成为网络空间中不可忽视的消费群体,但其在网络平台中参与直播购物的... 详细信息

数字技术的发展带来网络购物模式的转变,电商直播应运而生。电商直播以其游戏化的直播策略、多元化的直播主体、在地化的场景直播方式在青年网民中广受欢迎,青年网民成为网络空间中不可忽视的消费群体,但其在网络平台中参与直播购物的影响因素还有待进一步探讨。本文结合电商直播的发展现状,通过对青年消费群体参与直播购买的特征和行为动机进行分析,进而讨论青年网民参与直播购买的影响因素,借此表明网络文化对青年群体产生的影响。The development of digital technology has brought about a change in online shopping patterns, and e-commerce live streaming has come into being. E-commerce live streaming is widely popular among young netizens due to its gamified live broadcast strategy, diversified live broadcast subjects, and localized scene live broadcast methods, and young netizens have become a consumer group that cannot be ignored in cyberspace, but the influencing factors of their participation in live shopping on online platforms need to be further explored. Based on the development status of e-commerce live streaming, this paper analyzes the characteristics and behavioral motivations of young consumers participating in live streaming purchases, and then discusses the influencing factors of young netizens’ participation in live streaming purchases, so as to show the impact of online culture on young people.

关键词：电商直播青年消费者消费行为

税收优惠政策对京津冀地区制造业创新的影响——来自A股上市公司的证据

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河北大学学报(哲学社会科学版) 2025年

作者：韩霞翟光耀北京航空航天大学人文社会科学学院

制造业作为国家经济的核心支柱与工业基石，其发展动力源自持续的创新活动，而税收优惠政策被视为这一进程的关键驱动。聚焦于京津冀这一国家重要经济区域，其制造业的创新发展不仅关乎本地经济繁荣，亦能为全国其他地区提供宝贵的政策... 详细信息

制造业作为国家经济的核心支柱与工业基石，其发展动力源自持续的创新活动，而税收优惠政策被视为这一进程的关键驱动。聚焦于京津冀这一国家重要经济区域，其制造业的创新发展不仅关乎本地经济繁荣，亦能为全国其他地区提供宝贵的政策启示与借鉴。本研究依托京津冀地区制造业A股上市公司的翔实数据，采用双向固定效应模型、中介效应模型以及Bootstrap检验展开实证分析，旨在深入探究税收优惠政策对制造业创新的影响机制，以及税收优惠政策对不同所有制企业创新行为的差异化影响。发现，税收优惠政策对京津冀地区制造业企业的创新投入与创新产出均展现出积极的促进作用，其中数字化投入作为关键中介因素，有效促进了税收优惠向创新成果的转化。进一步分析发现，税收优惠政策对京津冀地区非国有企业的创新投入具有更为显著的激励效应，而对于国有企业而言，其创新产出则受到了更为明显的正向影响。因此提出建议：进一步落实减税降费政策，完善税收优惠政策的评判与监督机制；引导企业利用数字化技术推动企业创新能力的提升；针对不同所有制企业实施差异化税收优惠政策。

关键词：税收优惠制造业创新双向固定效应模型中介效应

传播仪式观视域下国货品牌传播探究——以霸王茶姬为例

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电子商务评论 2025年第1期14卷 3852-3857页

作者：李心茹南京林业大学人文社会科学学院江苏南京

时代变迁深刻影响着国货品牌发展与传播实践,随着互联网流量红利见底,品牌传播成本日益攀升,国民野性消费也渐渐平息。许多国货品牌传播的外在呈现与内在价值严重失衡。霸王茶姬作为国货品牌的典型代表,其品牌传播过程以茶文化共享与关... 详细信息

时代变迁深刻影响着国货品牌发展与传播实践,随着互联网流量红利见底,品牌传播成本日益攀升,国民野性消费也渐渐平息。许多国货品牌传播的外在呈现与内在价值严重失衡。霸王茶姬作为国货品牌的典型代表,其品牌传播过程以茶文化共享与关系维系为目标,体现出强烈的仪式色彩。因此,本文以传播仪式观为指导,将国货品牌传播视为一种文化现象,选定霸王茶姬为研究对象,结合深度访谈法、内容分析法等研究方法,进行传播仪式的考察。霸王茶姬定位东方好茶,一以贯之“以茶会友”的文化内核,厚植中国传统茶文化,构建茶原茶饮品的品牌符号意指系统,使品牌中国茶文化与国潮文化紧紧相连,呈现东方茶文化意涵,为传播仪式的文化共享实现打下基础。其次,在品牌传播过程中,霸王茶姬塑造出伯牙绝弦传统经典文化的仪式空间,实现跨时空的文化交流共享。在仪式空间中共同群体展开丰富的互动交流,并展开文化品牌共创再生产,让消费者实现自我认同,对霸王茶姬品牌认同也上升到整体国货的认同,扩大品牌国际化视野,激发中华名族共同体的情感凝聚。最后立足于仪式观视野下霸王茶姬品牌传播研究,为国货品牌长久不衰提供可借鉴方式。The changes of the times have profoundly affected the development and communication practice of domestic brands, with the bottoming out of Internet traffic dividends, the cost of brand communication is rising day by day, and the wild consumption of the people has gradually subsided. There is a serious imbalance between the external presentation and the intrinsic value of the communication of many domestic brands. As a typical representative of domestic brands, Bawang Chaji aims at sharing tea culture and maintaining relationships in its brand communication process, reflecting a strong ritual color. Therefore, this paper is guided by the concept of communication ritual, regards the communication of domestic brands as a cultural phenomenon, selects Bawang Chaji as the research object, and combines in-depth interview method, content analysis method, and other research methods to investigate the communication ritual. Bawang Chaji is positioned as a good ori-ental tea, consistently follows the cultural core of “meeting friends with tea”, cultivates traditional Chinese tea culture, and builds a brand symbol meaning system for tea original tea drinks, so that the brand Chinese tea culture is closely connected with the national tide culture, presents the meaning of oriental tea culture, and lays the foundation for the realization of cultural sharing of communication ceremonies. Secondly, in the process of brand communication, Bawang Chaji has created a ritual space for the traditional classic culture of Boy

关键词：传播仪式观新国货品牌品牌传播霸王茶姬茶文化

抖音直播间知识传播运作机制及创新实践——以“与辉同行”直播间为例

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电子商务评论 2025年第1期14卷 1857-1862页

作者：师群丽南京林业大学人文社会科学学院江苏南京

知识型带货直播间“与辉同行”在实现流量变现的同时创新了新的知识传播形式。本文将视线聚焦于其独特的知识传播形式,以“与辉同行”直播间为例,探究知识传播在抖音直播间中的运作机制及创新实践,分析案例背后的底层逻辑以期为知识型... 详细信息

知识型带货直播间“与辉同行”在实现流量变现的同时创新了新的知识传播形式。本文将视线聚焦于其独特的知识传播形式,以“与辉同行”直播间为例,探究知识传播在抖音直播间中的运作机制及创新实践,分析案例背后的底层逻辑以期为知识型直播间寻求可行性转型路径。Knowledge with goods live streaming room “Walking with Hui” in the realization of traffic realization at the same time innovative new forms of knowledge dissemination. This paper focuses on its unique form of knowledge dissemination, takes the “Walking with Hui” live streaming room as an example to explore the operation mechanism and innovative practice of knowledge dissemination in TikTok live streaming room, and analyzes the underlying logic behind the case to seek a feasible transformation path for the knowledge-based live streaming room.

关键词：知识传播抖音直播间与辉同行运作机制创新实践

基于“4P”营销理论下的农产品网络营销策略分析

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电子商务评论 2025年第1期14卷 899-904页

作者：王朝辉南京林业大学人文社会科学学院江苏南京

伴随网络时代的到来,农村电子商务迎来了蓬勃发展。农产品通过电子商务扩大了销售渠道,从而带来农产品销量的增加。但是,日益激烈的市场竞争使得农产品网络营销策略变得愈加重要。本文运用“4P”营销理论,以农产品网络营销策略为研究对... 详细信息

伴随网络时代的到来,农村电子商务迎来了蓬勃发展。农产品通过电子商务扩大了销售渠道,从而带来农产品销量的增加。但是,日益激烈的市场竞争使得农产品网络营销策略变得愈加重要。本文运用“4P”营销理论,以农产品网络营销策略为研究对象,从产品、价格、渠道、促销四个方面,对农产品网络营销策略进行分析,找出存在的不足并提出优化建议。期望为农产品网络营销策略的进一步发展提供帮助。With the arrival of the internet age, rural e-commerce has witnessed vigorous development. Agricultural products have expanded their sales channels through e-commerce, resulting in increased sales. However, the intensifying market competition has made the online marketing strategies for agricultural products increasingly important. This article applies the “4P” marketing theory to analyze the online marketing strategies for agricultural products, focusing on product, price, place, and promotion. It identifies existing shortcomings and proposes optimization suggestions. The aim is to provide assistance for the further development of online marketing strategies for agricultural products.

关键词：农产品网络营销 “4P”营销理论

乡村振兴背景下农村跨境电商发展路径研究——以浙江省为例

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电子商务评论 2025年第1期14卷 2695-2701页

作者：薛雅洁南京林业大学人文社会科学学院江苏南京

近年来,数字经济的高速发展及现代信息技术的进步,催生了跨境电商新业态的兴起,同时国家不断推进乡村振兴战略,致力于解决“三农”问题,加快跨境电商新业态新模式的发展步伐。鉴于此,本文深入探讨了乡村振兴与农村跨境电商的关系,并对... 详细信息

近年来,数字经济的高速发展及现代信息技术的进步,催生了跨境电商新业态的兴起,同时国家不断推进乡村振兴战略,致力于解决“三农”问题,加快跨境电商新业态新模式的发展步伐。鉴于此,本文深入探讨了乡村振兴与农村跨境电商的关系,并对农村跨境电商发展目前存在的问题及浙江省农村跨境电商的现状进行了具体分析,进而提出了浙江省农村跨境电商发展的策略建议,对乡村振兴背景下农村跨境电商的可持续发展具有一定的指导意义。In recent years, with the rapid development of the digital economy and the progress of modern information technology, the emergence of cross-border e-commerce new business models has been stimulated. At the same time, the country has been pushing forward the rural revitalization strategy to solve the “three rural” problems, and accelerating the pace of development of cross-border e-commerce new business models. In view of this, this paper has conducted in-depth discussions on the relationship between rural revitalization and rural cross-border e-commerce, and has specifically analyzed the current problems and the current situation of rural cross-border e-commerce in Zhejiang Province. Based on this, it has put forward strategic suggestions for the development of rural cross-border e-commerce in Zhejiang Province, which has certain guiding significance for the sustainable development of rural cross-border e-commerce under the background of rural revitalization.

关键词：乡村振兴浙江省农村跨境电商

数字乡村背景下农村电商赋能乡村振兴的路径研究

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电子商务评论 2025年第1期14卷 3788-3795页

作者：丁慧南京林业大学人文社会科学学院江苏南京

随着信息技术的快速发展,全球正经历着一场新的深度信息化浪潮,数字化发展趋势明显,数字经济规模持续扩大。农村电商作为数字乡村建设中的关键组成部分,对赋能乡村振兴、推动乡村经济社会各方面的发展起到了不可估量的作用。然而随着进... 详细信息

随着信息技术的快速发展,全球正经历着一场新的深度信息化浪潮,数字化发展趋势明显,数字经济规模持续扩大。农村电商作为数字乡村建设中的关键组成部分,对赋能乡村振兴、推动乡村经济社会各方面的发展起到了不可估量的作用。然而随着进一步全面深化乡村振兴战略的提出,农村电商在发展过程中面临着专业人才短缺、基础设施建设落后、监督体系不健全、区域发展不平衡等诸多问题,基于此,本文针对乡村振兴实践中面临的问题提出切实可行的突破之路,旨在为农村电商的持续健康发展和乡村全面振兴提供理论支撑和实践指导。With the rapid advancement of information technology, the world is undergoing a new profound wave of informatization, with a distinct trend of digitalization and a continuous expansion of the digital economy. Rural e-commerce, as a crucial component in the construction of digital rural areas, has played an inestimable role in enabling rural revitalization and promoting the development of all aspects of the rural economy and society. Nevertheless, with the further comprehensive deepening of the rural revitalization strategy proposed, rural e-commerce is confronted with numerous issues in its development process, such as a shortage of professional talents, backward infrastructure construction, an incomplete supervision system, and unbalanced regional development. Based on this, this paper proposes practical and feasible breakthroughs for the problems encountered in the practice of rural revitalization, aiming to provide theoretical support and practical guidance for the sustained and healthy development of rural e-commerce and the comprehensive revitalization of rural areas.

关键词：农村电商数字乡村乡村振兴路径

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媒介伦理视角下网络直播带货失范行为研究

电子商务评论 2025年第1期14卷 3110-3117页

作者：尹顾浩南京林业大学人文社会科学学院江苏南京

随着互联网的深度普及,网络直播带货作为电子商务的新模式,打破了传统零售行业的时空限制,实现商品在线交易,重塑新的商业发展路径,为我国的经济发展注入活力。网络直播带货具有准入门槛低、实时交互性强、视觉冲击力大等特性,在平台与... 详细信息

随着互联网的深度普及,网络直播带货作为电子商务的新模式,打破了传统零售行业的时空限制,实现商品在线交易,重塑新的商业发展路径,为我国的经济发展注入活力。网络直播带货具有准入门槛低、实时交互性强、视觉冲击力大等特性,在平台与资本的加入下,该行业得以迅速发展。与此同时,网络直播带货出现了一系列失范行为,严重冲击网络生态与社会秩序,影响人们的价值观与伦理道德。本文从媒介伦理的视角对网络带货失范行为提出伦理规制措施,从最大幸福出发,追求公共利益最大化,避免迎合少数人的恶趣味;强调主播与平台应坚守诚信经营,避免出现误导消费行为,提升行业形象;坚守公平与正义,在商业利益与公共利益之间做好平衡;促成网络环境友好,杜绝营销手段造成的过度消费。对失范行为提出更高的伦理道德要求,才能促进网络直播带货行业健康发展,塑造清朗的网络空间。With the in-depth popularization of the Internet, as a new model of e-commerce, online live streaming has broken the time and space constraints of the traditional retail industry, realized online trading of goods on the live broadcast platform, reshaped a new business development path, and injected vitality into China’s economic development. With the characteristics of low entry threshold, strong real-time interactivity and great visual impact, the industry has developed rapidly with the addition of platforms and capital. At the same time, there have been a series of anomie behaviors in online live streaming activities, which have seriously impacted the online ecology and social order, and affected people’s values and ethics. This article proposes ethical regulatory measures for misconduct in live streaming e-commerce from the perspective of media ethics. It advocates starting from the principle of the greatest happiness to pursue the maximization of public interest and avoid catering to the bad tastes of a minority. It emphasizes that anchors and platforms should uphold honest business practices, avoid misleading consumer behavior, and enhance the industry’s image. It underscores the importance of adhering to fairness and justice, striking a balance between commercial interests and public interests. It also advocates for fostering a user-friendly online environment and eliminating excessive consumption caused by marketing tactics. Only by setting higher ethical standards for misconduct can we promote the healthy development of the live streaming e-commerce industry and shape a clear and harmonious cyberspace.

关键词：媒介伦理网络直播带货失范行为

媒介化购物:电商平台与用户的直播型构研究——基于李佳琦直播间的个案考察

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电子商务评论 2025年第1期14卷 2198-2203页

作者：彭纤桦南京林业大学人文社会科学学院江苏南京

在电商直播间里,人的消费境遇时空被重置,即时即地的交易互动、情感体验和组织动员,渲染和放大了用户的消费情绪,同时压缩了其理性反思的时间。在直播间消费,本质上是一种以移动互联网技术为中介和手段的被主播和电商平台共同操纵的符... 详细信息

在电商直播间里,人的消费境遇时空被重置,即时即地的交易互动、情感体验和组织动员,渲染和放大了用户的消费情绪,同时压缩了其理性反思的时间。在直播间消费,本质上是一种以移动互联网技术为中介和手段的被主播和电商平台共同操纵的符号消费。本文基于传播型构的组成元素:媒介组合、交流形式、主题框架和行动者丛,对电商平台和消费者的直播型构展开分析。In e-commerce live streaming rooms, the spatio-temporal context of people’s consumption experience is reset. The immediate and on-the-spot transactional interactions, emotional experiences, and organizational mobilizations render and magnify users’ consumption emotions while compressing the time for their rational reflection. Consuming in live streaming rooms is essentially a kind of symbolic consumption jointly manipulated by live-streamers and e-commerce platforms with mobile Internet technology as the intermediary and means. Based on the constituent elements of communicative configuration, namely media assemblage, forms of communication, thematic frameworks, and actor constellations, this paper analyzes the live streaming configuration of e-commerce platforms and consumers.

关键词：直播型构电商平台用户消费