直播电商市场认可度测评分析
Analysis of Live Streaming E-Commerce Market Recognition Evaluation
李菁菁 1梁会会 2刘钟墨3
作者信息
- 1. 长春光华学院管理学院,吉林长春 130033
- 2. 暨南大学经济学院,广东广州 510632
- 3. 马来西亚国立大学研究生商学院,马来西亚雪兰莪州43600
- 折叠
摘要
2019年以来,直播电商爆发式增长,成为电商领域的黑马.采用文本挖掘方法对2019年1月至2021年6月微博平台积累的63 207条直播电商行业相关文本进行处理,建立直播电商行业形象评价指数体系,通过情感分析对指数体系中的9个一级指标和1530个二级指标进行量化测评,进而分析得到市场对该新兴行业的认可度情况.结果显示,二级指标得分均值分布在(-0.73,1],一级指标及综合测评分值在0.5～0.7之间,总体市场认可度较高,但仍有较大的完善空间.针对目前直播电商中存在的商品质量参差不齐、售后维权困难、主播刷单造假等问题,应加快构建规范直播电商的法律法规体系,加强对相关从业人员的培养培训,对直播电商各流程统一进行规划,落实对生产、销售、售后等环节的切实监管,同时加大税收核查力度,保障直播电商的健康发展.
Abstract
Since 2019,live streaming e-commerce has experienced explosive growth and has become a dark horse in the e-commerce field.This article uses text mining methods to process 63207 live broadcast e-commerce indus-try-related texts accumulated on the Weibo platform from January 2019 to June 2021,establishes a live broadcast e-commerce industry image evaluation index system,and uses sentiment analysis to analyze 9 items in the first-level indicator and 1,530 items in the second-level indicators.The market's recognition of the emerging industry was an-alyzed.The results show that the mean distribution of secondary indicator scores is between(-0.73,1],and the first-level indicator and comprehensive test scores are between 0.5 and 0.7.The overall market recognition is high,but there is still a lot of room for improvement.In view of the current problems in live broadcast e-commerce such as uneven product quality,difficulties in after-sales rights protection,and anchor fraud,it is necessary to speed up the establishment of a legal and regulatory system to regulate live broadcast e-commerce and strengthen the training of relevant practitioners.All processes in live streaming e-commerce should be planned in a unified manner,and ef-fective supervision of production,sales,and after-sales should be strengthened.Tax inspections should be intensified and the development of live streaming e-commerce should be strictly regulated.
关键词
直播电商/商业模式/行业形象评价指数体系/文本挖掘Key words
Live Streaming E-Commerce/Business Model/Industry Image Evaluation Index System/Text Mining引用本文复制引用
基金项目
吉林省科技厅科技发展计划(2024)(20240701072FG)
吉林省教育厅高等教育教学改革研究重点课题(2023)(JLJY202391382800)
出版年
2024
NETL
NSTL
万方数据