直播电商消费心理耗损的经济效应与传统电商延迟价值韧性研究

Study on the Economic Effects of Consumer Psychological Depletion in Live-Streaming E-Commerce and the Resilience of Delayed Value in Traditional E-Commerce

摘要: 直播电商以即时互动与场景沉浸重构消费决策逻辑，其诱发的消费心理耗损表现为冲动消费后的认知失调、决策后悔及信任衰减，正外化为系统性经济效应，冲击电商交易效率、成本结构及市场秩序。传统电商依托“搜索、比价、延迟决策”模式形成的延迟价值韧性，在保障理性消费与供应链稳定中具有独特经济价值。本文以电商经济运行为框架，解析直播电商心理耗损向交易成本攀升、供需错配及用户价值缩水的传导机制，阐释传统电商延迟价值韧性的核心构成即理性决策效能、供应链协同能力、信任积淀及其支撑作用，通过构建“心理耗损与价值韧性”分析模型，揭示二者动态平衡规律。研究发现，直播电商短期红利与传统电商长期韧性存在协同空间，功能互补可降低系统风险并提升整体效率。本文为数字消费时代电商生态演化提供理论视角，亦为平台优化与政策制定提供学术依据。

Abstract: Live-streaming e-commerce has reshaped consumer decision-making logic through real-time interaction and situational immersion. The resulting consumer psychological depletion manifests as cognitive dissonance after impulsive consumption, decision regret, and eroding trust, which externalize into systemic economic effects—impacting e-commerce transaction efficiency, cost structures, and market order. Traditional e-commerce, anchored in the “search, price comparison, and delayed decision-making” model, has fostered resilience in delayed value, holding unique economic significance in safeguarding rational consumption and supply chain stability. This paper, framed within e-commerce economic operations, analyzes how psychological depletion in live-streaming e-commerce transmits to rising transaction costs, supply-demand mismatches, and diminishing user value. It also elaborates on the core components of traditional e-commerce’s delayed value resilience: rational decision-making efficacy, supply chain synergy, and trust accumulation, along with their supporting roles. By constructing an analytical model of “psychological depletion vs. value resilience,” it uncovers the laws governing their dynamic balance. The study reveals synergistic potential between live-streaming e-commerce’s short-term dividends and traditional e-commerce’s long-term resilience; functional complementarity can reduce systemic risks and enhance overall efficiency. This research offers a theoretical perspective on e-commerce ecosystem evolution in the digital consumption era, while providing academic grounding for platform optimization and policy formulation.