基于视听整合能力的直播电商营销效果提升研究

Enhancing Marketing Effectiveness in E-Commerce Live Streaming: An Audiovisual Integration Capacity Perspective

摘要: 本文探讨视听整合能力对直播电商营销效果的作用机制，并提出操作性改进建议。文章概述了视听整合及直播电商概念，并以多资源理论与S-O-R模型为理论基础，构建视听整合作用于直播营销的“多通道协同–认知增益–情感放大–行为转化”四阶段框架。基于该框架，提出直播营销四项优化策略：促进视听一致性、降低认知负荷、增强情绪唤醒、利用损失厌恶，并给出具体实现路径。最后，文章强调未来研究需区分短时冲动购买与长期品牌忠诚在视听整合路径上的心理机制差异，且AR/VR直播的兴起要求构建多模态整合模型。

Abstract: This article explores how audiovisual integration capacity influences the marketing effectiveness of e-commerce live streaming and offers practical recommendations for improvement. The article outlines the definition of audiovisual integration and e-commerce live streaming, and integrates Multiple Resource Theory with the S-O-R framework to explicate a four-stage model—multisensory synergy, cognitive gain, emotional amplification, and behavioral conversion—through which audiovisual integration influences the live streaming marketing outcomes. Grounded in this model, four optimization strategies to audiovisual information are advanced: Enhancing audiovisual congruence, attenuating extraneous cognitive load, augmenting emotional arousal, and exploiting loss aversion, each accompanied by concomitant implementation pathways. The article also emphasizes that future research must disaggregate the psychological mechanisms underlying impulse purchases versus long-term brand loyalty within the audiovisual integration trajectory, and that the advent of AR/VR live streaming necessitates the construction of a multimodal integration model.