直播电商中社交互动对消费者态度及购买意愿的影响

The Influence of Social Interaction on Customers’ Attitude and Purchase Intention in Live E-Commerce

摘要: 在数字化浪潮下，直播电商作为新兴商业模式，凭借丰富的社交互动元素推动消费增长。本文通过信息加工理论视角剖析社交互动的分类、作用以及直播电商中社交互动的形式，发现其能从提升购买意愿、扩展信息渠道、塑造消费价值观以及提供消费知识与技能等方面，全面影响消费者的决策过程。基于此，商家可以利用社交媒体扩大影响力，并精准选择合作主播，优化直播互动策略，以促进商家与消费者之间的社交互动，提升消费者的购买意愿。

Abstract: Under the wave of digitalization, as an emerging business model, live e-commerce promotes consumption growth with rich social interaction elements. From the perspective of information processing theory, this paper analyzes the classification and function of social interaction and the forms of social interaction in live e-commerce, and finds that it can comprehensively influence consumers’ decision-making process from the aspects of enhancing purchase intention, expanding information channels, shaping consumption values and providing consumption knowledge and skills. Based on this, businesses can use social media to expand their influence, accurately select cooperative anchors, and optimize live interactive strategies, so as to promote social interaction between businesses and consumers and enhance consumers’ purchase intention.