SOR视角下直播电商驱动消费者冲动购买的形成机理及治理路径研究

Research on the Formation Mechanism and Governance Path of Livestream E-Commerce Driving Consumer Impulsive Buying from an SOR Perspective

摘要: 本文基于S-O-R理论框架，系统研究了直播电商驱动消费者冲动购买的形成机理及治理路径。研究构建了“刺激(S)→心理(O)→行为(R)”的主效应传导路径及R→O的动态反馈循环，发现：直播电商通过感官沉浸、实时互动、社会压力、时间限制、信息轰炸和情感娱乐六大刺激维度，引发消费者认知超载、情感唤醒和社会认同压力等复合心理中介机制，导致自我控制资源损耗，最终触发冲动购买行为；且该行为结果会动态反馈影响后续心理状态(O)及对刺激(S)的敏感性。该机制虽然驱动消费增长，但也带来消费者经济和心理权益受损、市场资源错配及资源环境压力等负外部性。据此，本文提出多层级协同治理路径，将源头治理(S)、过程干预(O)和结果反馈(R)相结合，旨在降低冲动购买带来的风险，推动直播电商行业的可持续发展。未来研究可进一步探索不同情境下的差异，并关注新兴技术对冲动购买的影响，为构建理性、健康的直播电商生态提供前瞻性方案。

Abstract: Based on the Stimulus-Organism-Response (S-O-R) theoretical framework, this study systematically investigates the formation mechanism of livestream e-commerce driving consumer impulsive buying and proposes governance paths. The research constructs a “Stimulus (S)→Organism (O)→Response(R)” transmission path. It reveals that livestream e-commerce, through six key stimulus dimensions-sensory immersion, real-time interaction, social pressure, time constraints, information bombardment, and emotional entertainment-triggers complex psychological mediating mechanisms in consumers. These include cognitive overload, emotional arousal, and social identity pressure, leading to depletion of self-control resources and ultimately triggering impulsive buying behavior. While this mechanism drives consumption growth, it also generates negative externalities such as economic and psychological harm to consumer rights, market resource misallocation, and environmental resource pressure. Accordingly, this paper proposes a multi-level collaborative governance path that combines source governance (S), process intervention (O), and outcome feedback (R). This approach aims to mitigate the risks associated with impulsive buying and promote the sustainable development of the livestream e-commerce industry. Future research could further explore variations under different contexts and examine the impact of emerging technologies on impulsive buying, providing forward-looking solutions for building a rational and healthy livestream e-commerce ecosystem.