制造需求：直播电商场域中主播营销策略的作用路径分析

Creating Demand: An Analysis of the Impact Pathways of Host Marketing Strategies in the Live Streaming E-Commerce Context

摘要: 随着直播电商的迅猛发展，消费者行为模式正在发生深刻变革。本研究采用半结构化深度访谈与参与式观察相结合的方法，系统考察了直播电商场域中主播的营销策略对消费者购买意愿的影响。研究发现，主播通过碎片化信息呈现、即时互动以及社群建构等策略，构建了“认知–情感–行为”三维影响路径：在认知层面，碎片化信息呈现与商品意义重构缩短决策链条；在情感层面，拟社会互动建立情感连接；在行为层面，紧迫感营销与从众心理触发即时消费。这一营销策略的建构既提升了用户粘性与消费体验，也可能导致冲动消费等非理性行为，对数字消费生态的健康发展提出了新的监管挑战与实践思考。

Abstract: With the rapid development of live-streaming e-commerce, profound changes are taking place in consumer behavior patterns. This study systematically investigates the impact of anchors’ marketing strategies on consumers’ purchase intention in the live-streaming e-commerce field by combining semi-structured in-depth interviews and participatory observation. The study finds that anchors construct a three-dimensional influence path of “cognition-emotion-behavior” through strategies such as fragmented information presentation, instant interaction, and community building: at the cognitive level, fragmented information presentation and the reconstruction of product meaning shorten the decision-making chain; at the emotional level, parasocial interaction establishes an emotional connection; at the behavioral level, urgency marketing and herd mentality trigger instant consumption. The construction of this marketing strategy not only enhances user stickiness and consumption experience but may also lead to irrational behaviors such as impulsive consumption, posing new regulatory challenges and practical considerations for the healthy development of the digital consumption ecosystem.