In recent years, the e-commerce live streaming industry has emerged, and Chinese consumers‘ requirements for product quality, shopping experience and after-sales service have been constantly increasing. Therefore, for e-commerce enterprises, grasping consumers’ satisfaction with live streaming with goods is extremely important. In March 2024, this study conducted in-depth interviews with 20 interviewees in Wuxi City, constructed the main categories and contents of the live streaming with goods satisfaction scale assessment, designed the questionnaire based on this, and collected and retained 325 valid questionnaires through the Questionnaire Star platform from March 23 to 31 of the same year. Later, through empirical analysis, a satisfaction scale system for Chinese consumers‘ e-commerce live streaming covering 3 first-level indicators of anchor characteristics, live streaming interaction and live streaming environment, 5 second-level indicators and 29 items was constructed, filling the gap in related research. It provides a comprehensive evaluation tool for e-commerce enterprises to optimize products and services, formulate marketing strategies, improve the live streaming environment, and enhance the interactive experience, which is of great guiding significance. At the same time, it also provides useful guidance for Korean e-commerce enterprises to understand the needs of Chinese consumers, optimize live streaming content and interactive experience, and improve user retention and loyalty.

近年来，电商直播行业兴起，中国消费者在产品质量、购物体验与售后服务等方面的 要求不断提高。因此，对于电商企业而言，把握消费者对直播带货的满意度极为重要。本 研究在2024年3月于无锡市对20名访谈对象展开了深度访谈，构建了直播带货满意度量表 评估的主范畴与内容，依据此设计了问卷，并在同年3月23-31日通过问卷星平台收集且保 留了325份有效问卷。之后经过实证分析构建了涵盖主播特质、直播交互、直播环境3个一 级指标、5个二级指标及29个题项的中国消费者电商直播满意度量表体系，填补了相关研 究的空白，为电商企业优化产品与服务、制定营销策略、改善直播环境、提升互动体验等 提供了全面评估工具，具有重要指导意义，同时也为韩国电商企业了解中国消费者需求、 优化直播内容与互动体验、提高用户留存与忠诚度等给与了有益的指引。