基于直播营销新业态下产品感知质量多元化治理的模型研究

摘要：

【目的】直播营销消费新业态场景发展的同时，改变传统意义上的购物消费观念，也暴露出很多问题，影响了行业的持续发展，本文通过剖析消费者对产品质量的感知行为，深入分析直播业态下存在的问题，提出如何构建政府、平台、商家、消费者协同参与的多元化产品感知质量治理机制，促进行业健康和持续发展。【方法】通过文献资料法深挖研究消费者的感知行为，梳理直播新业态的问题和原因，归纳总结得出治理模型。【结果】直播新业态下参与主体的角色和责任是产品感知质量治理构建的基础。【结论】多方携手，共同促进直播新业态健康和持续发展。

Abstract:

[Objective] As the new scenarios of live-streaming marketing consumption are developing, they have changed the traditional concept of shopping and consumption, and also revealed many problems, which have affected the sustainable development of the industry. This paper analyzes consumers' perception of product quality, explores the existing problems in the live-streaming business format, and proposes how to build a diversified product perceived quality governance mechanism with the collaborative participation of the government, platforms, merchants and consumers, so as to promote the healthy and sustainable development of the industry.[Methods] Through the literature review method, this paper conducts in-depth research on consumers' perception behaviors, sorts out the problems and causes in the new live-streaming business format, and summarizes to obtain the governance model. [Result] The roles and responsibilities of the participating entities in the new live-streaming business format are the foundation for the construction of product perceived quality governance. [Conclusion] All parties should join hands to promote the healthy and sustainable development of the new live-streaming business format. 

引用格式：陈佩利,张婷,徐刚.基于直播营销新业态下产品感知质量多元化治理的模型研究[J].标准科学,2025(2):123-126.

基金项目：本文受中华人民共和国科学技术部课题“典型应用场景下侵权假冒商品取证技术研究”（课题编号：2021YFC3340402）资助。

引用格式：陈佩利，本科，工程师，研究方向为电子商务质控、标准化。 张婷，通信作者，硕士，高级工程师，研究方向为电子商务质控、新业态标准体系。 徐刚，本科，高级工程师，研究方向为质量、标准化。