社交短视频平台消费者冲动购买行为研究——以抖音电商为例

A Study on Impulse Buying Behavior of Consumers on Social Short Video Platforms—A Case Study of Douyin E-Commerce

摘要: 短视频电商重构消费场景，抖音凭借碎片化传播与沉浸式内容，成为冲动消费高发地。但冲动购买后高退货率，暴露出消费决策的非理性。本文聚焦抖音电商，通过文献梳理与案例分析，揭示短视频冲动购买行为的形成机理。研究发现，该行为具有决策快速、情感主导、年轻用户为主三大特征。其驱动机制是平台设计、内容刺激与消费者心理的三维作用：沉浸式界面与算法推荐提供技术驱动，主播专业度与剧情植入强化刺激，即时满足与稀缺感知激发心理冲动。基于此，本文提出优化商品推荐、完善主播培训、引导理性消费、强化监督机制策略，助力平台平衡转化与用户体验提高。研究丰富了短视频冲动购买归因的理论研究，对构建健康消费生态具有实践价值。

Abstract: Short video e-commerce has reshaped the consumer landscape, with Douyin leveraging the dissemination of fragmented content and immersive experiences to become a hotspot for impulsive consumption. However, the high return rate after impulsive purchases exposes the irrationality of consumer decision-making. This paper focuses on Douyin E-commerce, by employing literature review and case analysis methods to uncover the underlying mechanisms of impulse buying behavior in short video platforms. The study identifies three key characteristics of this behavior: rapid decision-making, driven by emotions, and predominantly young users. Its driving mechanisms involve the interplay of platform design, content stimulation, and consumer psychology. Specifically, immersive interfaces and algorithmic recommendations provide technological drivers; influencer professionalism and narrative integration amplify stimulation; and immediate gratification and scarcity perception trigger psychological impulses. Based on this, this paper proposes strategies to optimize product recommendations, improve host training, guide rational consumption, and strengthen supervision mechanisms to help the platform balance conversion rates and enhance user experience. The research enriches theoretical studies on the attribution of short video-induced impulse buying and holds practical value for building a healthy consumption ecosystem.