As a new business model,live e-commerce conforms to the current economic and social development trend.In order to allow consumers to establish the correct consumption concept,enhance the awareness of rights protection,and avoid the blind herd consumption behavior,a multiple linear regression analysis of live e-commerce data using SPSS is proposed.Through constructing data model and SPSS data analysis,the results show that:the discount intensity of live e-commerce,consumer trust,willingness to purchase,and pleasure of watching live broadcast have significant positive influence on consumption behavior,while interactivity has a negative correlation on consumption behavior.It is suggested that merchants should enhance the marketing effect by creating a good atmosphere for live streaming,creating professional anchors,and moderately arranging preferential activities.
关键词
电商直播/消费行为/多元线性回归模型/定序逻辑回归算法
Key words
live broadcast/consumption behavior/multiple linear regression model/ordinal logistic regression algorithm
维普
万方数据