直播电商中弹幕对消费者购买决策的影响

The Impact of Bullet Screen on Consumer’s Purchase Decision in Live Streaming E-Commerce

摘要: 作为数字消费的一种新兴形态，消费者通过弹幕互动与主播或其他消费者对话，显著提升了消费者的购买主动性和转化率，在电商领域得到了广泛应用和推广。本研究从艺术设计视角出发，解构弹幕系统作为新型视觉交互媒介的三大设计维度：界面设计、交互体验和情感传播。在此基础上，分析弹幕如何重构虚拟购物场景的社会临场感，创造共时性社会体验的构建机制。研究揭示了弹幕影响消费决策的三重作用路径：认知重构、情感共振和行为触发，从而建立起“视觉设计–社会临场感–消费决策”的理论逻辑。本研究对于数字消费的再构筑场景中的视觉交互设计研究具有拓展意义，也可以在消费场域视觉交互方式设计上对直播电商的有效体验设计提供一定的理论支持。

Abstract: As an emerging form of digital consumption, danmaku enables consumers to interact with streamers and other viewers, significantly enhancing purchase initiative and conversion rates, leading to its widespread adoption in e-commerce. This study first deconstructs danmaku as a novel visual interactive medium through three design dimensions from an artistic design perspective: interface design, interactive experience, and emotional communication. Building on this foundation, the study analyzes how danmaku reconstructs social presence in virtual shopping environments, creating mechanisms for synchronous social experiences. Furthermore, the research reveals three pathways through which danmaku influences consumer decision-making: cognitive reframing, emotional resonance, and behavioral triggering, thereby establishing the theoretical framework of “visual design-social presence-consumption decisions”. This study extends research on visual interaction design in reconfigured digital consumption contexts and provides theoretical support for effective experience design in live streaming e-commerce through visual interaction methods in consumer settings.