短视频电商中的情绪驱动：消费者购买决策的触发与转化

Emotion-Driven Mechanisms in Short-Video E-Commerce: Triggers and Transformations in Consumer Purchase Decisions

摘要: 随着短视频电商的迅速发展，其情绪驱动的消费模式成为研究热点。本研究旨在探究短视频电商中情绪与消费者决策的关系。通过系统梳理国内外研究，从情绪触发、情绪到购买动机的转化以及情绪化营销策略三方面进行深入分析。研究发现，短视频通过视觉与听觉的交互、内容情节的设计，能够有效激发消费者的情绪反应。情绪体验不仅能够直接增强消费者的购买欲望，而且可以通过认知加工和情绪调节过程间接促进购买。个性化推荐、情感化品牌叙事以及用户生成内容(UGC)等情绪化营销策略显著提高了购买转化率和用户黏性。情绪驱动是短视频电商的核心动力，情绪化营销策略对促进消费者购买具有重要意义。本研究可为平台优化内容设计、算法推荐及情绪化营销策略提供参考。

Abstract: With the rapid development of short-video e-commerce, emotion-driven consumption patterns have become a key research focus. This study aims to explore the relationship between emotions and consumer decision-making in short-video e-commerce. By systematically reviewing domestic and international research, it provides an in-depth analysis of emotional triggers, the transformation of emotions into purchase motivation, and emotional marketing strategies. The findings reveal that short videos effectively stimulate consumers’ emotional responses through the interaction of visual and auditory elements and the design of content narratives. Emotional experiences not only directly enhance consumers’ purchase intentions but also indirectly promote purchases through cognitive processing and emotional regulation. Emotional marketing strategies such as personalized recommendations, emotional brand storytelling, and user-generated content (UGC) significantly improve conversion rates and user engagement. Emotion-driven mechanisms are identified as the core driving force of short-video e-commerce, and emotional marketing strategies play a critical role in promoting consumer purchases. This study provides valuable references for optimizing content design, algorithm recommendations, and emotional marketing strategies for e-commerce platforms.