电商直播中主播个人魅力对消费者购买决策的影响

The Impact of the Host’s Personal Charisma on Consumers’ Purchase Decisions in E-Commerce Live Streaming

摘要: 本文探讨了电商直播中主播个人魅力对消费者购买决策的影响。电商直播作为一种新兴的销售形式，近年来迅速崛起并成为许多消费者的重要的购物途径，主播作为商品与消费者之间的重要的桥梁，其个人魅力在消费者购买决策过程中扮演着越来越重要的角色，一定程度上影响着消费者的购买心理与行为。因此，主播应注重个人魅力的提升，以增强消费者的购买意愿。

Abstract: This paper explores the impact of the host’s personal charisma on consumers’ purchase decisions in e-commerce live streaming. As an emerging sales format, e-commerce live streaming has rapidly risen in recent years and become the preferred shopping method for many consumers. The host, as the key connector between the products and consumers, whose personal charisma plays an increasingly important role in the consumers’ purchase decision process. The host’s personal charisma profoundly influences consumers’ purchasing psychology and behavior. Therefore, hosts should focus on enhancing their personal charm to increase consumers’ willingness to purchase.