“直播电商”客户体验的影响因素及优化策略

Influencing Factors and Optimization Strategies of “Live E-Commerce” Customer Experience

摘要: 直播电商融合实时视频、社交互动与即时购买，正在重塑企业与消费者之间的价值共创方式。本文旨在：系统整合直播电商客户体验相关研究，融合体验经济范式、SOR模型与服务主导逻辑(S-D Logic)，构建综合分析框架，并提出优化建议。通过在Web of Science、CNKI (中国知网)中检索2015~2025年初的41篇文献，采用内容分析法，将客户体验归纳为三类刺激因素：主播属性、直播情境与互动机制。研究发现，主播的专业性与可信度、直播间的视觉设计与推荐机制以及弹幕互动与社交分享，能通过信任、沉浸与愉悦等心理反应，促进冲动购买、口碑传播与用户粘性。当前研究存在直播电商客户体验维度定义不一、缺乏纵向研究、数据采集手段单一及治理问题关注不足等问题。本文提出五项对策：强化主播培训、优化直播环境、提升个性化互动、完善平台治理及引入多方法体验测量，为提升用户体验与行业可持续发展提供理论支持与实践参考。

Abstract: Live commerce, which integrates real-time video, social interaction, and instant purchasing, is reshaping the way value is co-created between businesses and consumers. This paper aims to systematically integrate existing research on customer experience in live commerce by combining the experience economy paradigm, the Stimulus-Organism-Response (SOR) model, and the Service-Dominant Logic (S-D Logic) to construct a comprehensive analytical framework and propose optimization strategies. Based on a content analysis of 41 articles retrieved from Web of Science and CNKI (China National Knowledge Infrastructure) between 2015 and early 2025, the study categorizes customer experience into three types of stimuli: streamer attributes, live streaming context, and interaction mechanisms. Findings indicate that streamers’ professionalism and credibility, the visual design and recommendation mechanisms of the livestream room, as well as interactive features such as real-time comments and social sharing, can evoke psychological responses such as trust, immersion, and enjoyment. These responses in turn promote impulse buying, word-of-mouth dissemination, and user stickiness. Current research faces several limitations, including inconsistent definitions of customer experience dimensions in live commerce, a lack of longitudinal studies, reliance on single data collection methods, and insufficient attention to governance issues. This paper proposes five countermeasures: strengthening streamer training, optimizing the live streaming environment, enhancing personalized interactions, improving platform governance, and adopting multi-method approaches to measure user experience. These recommendations aim to enhance customer experience and support the sustainable development of the live commerce industry, offering both theoretical insights and practical guidance.