Abstract
Inrecentyears,whilethenetworkbroadcasttechnologyhasachievedrapiddevelo
pment,itsuserscalehasalsobeenexpanding,andthee-commercelivebroadcastind-
ustryhasshownatrendofrapiddevelopment.Withthedevelopmentofthewholee-
commercelivebroadcastingindustry,thenumberofnewentrantsisincreasing,andth
-ecompetitionamongnetworkanchorsisbecomingincreasinglyfierce.Foranchors,i-
mprovingtherepeatpurchaserateofconsumersandcultivatingconsumerloyaltyaret
-hekeyfactorsforthemtogainadvantagesinthefiercecompetit
认知偏差视角下社交媒体对消费者忠诚度的影响研究——基于抖音直播的实证研究-23453字.pdf