直播带货中情绪传播对受众购买行为的影响机制

Mechanism of the Influence of Emotional Communication on Audience Purchase Behavior in Live Streaming Sales

摘要: 随着互联网科技和物流运输的快速发展，电商直播成为大众生活中购物决策的重要依据。本文从电商直播中的情绪内容出发，分析情绪及情绪传播对消费者购买行为和购后行为的影响机制。深入研究愉悦、信任、道德、焦虑等电商直播中的情绪类别，探讨主播营造的情绪与消费者信任倾向的关系和在直播间内外形成的良性购买行为。同时分析二次传播中主播所用符号和情绪传播对用户再次购物行为的积极影响。研究发现，直播带货中，主播的高昂情绪引导和直播间外网络舆论渲染，使受众购买行为受直播间情绪影响，进而影响商品使用反馈和后续购买行为，由此进一步探讨情绪传播对未来电商直播行业的推动与促进能否走向理性化发展道路。

Abstract: With the rapid development of Internet technology and logistics and transportation, e-commerce live broadcasting has become an important basis for shopping decision-making in public life. This paper starts with the emotional content in e-commerce live broadcasting to analyze the influence mechanism of emotions and emotional communication on consumers’ purchasing and post-purchase behavior. This research delves deeply into emotional categories in e-commerce live-streaming, including pleasure, trust, morality, and anxiety. It explores the relationship between the emotions cultivated by live-stream hosts and consumers’ trust propensity, along with the formation of positive purchasing behaviors both inside and outside the live-streaming rooms. It also analyzes the positive impact of symbols and emotional communication used by anchors in secondary communication on users’ re-shopping behavior. It is found that the high emotional guidance of the anchor and the rendering of network public opinion outside the live broadcasting room in the live broadcasting with goods make the audience’s purchase behavior affected by the emotion of the live broadcasting room, which in turn affects the feedback on the use of the goods and the subsequent purchase behavior. It thus further explores whether emotional communication can be rationalized towards the road of development in the future promotion and facilitation of the live broadcasting industry of the e-commerce industry.