直播电商对消费者冲动购买行为的影响机制研究——基于社会临场感与互动性的视角

The Influence Mechanism of Live Streaming E-Commerce on Consumers’ Impulsive Buying Behavior—From the Perspective of Social Presence and Interactivity

摘要: 直播电商通过营造强烈的社会临场感(SP)与提供高度的互动性(INT)，成为激发消费者冲动购买的关键机制。社会临场感借助主播的情绪感染力唤起消费者积极情感，通过真实展示构建信任降低感知风险，并利用群体在场效应催生从众压力，共同削弱理性控制。互动性则通过弹幕、问答等实时交互提升用户参与感与沉浸感，利用即时反馈消除购买疑虑并加速决策，并借助点赞、抽奖等游戏化元素激发竞争意识与即时满足感。尤为重要的是，社会临场感与互动性存在显著的协同放大效应：高频互动(如主播点名)能深化用户的“共在感”与“真实感”，而强烈的社会临场感又反过来促进用户更主动地参与互动，形成正向循环，最终共同且强效地刺激消费者的即时购买欲望，导致直播电商冲动购买率(35%~50%)远超传统渠道。基于此，建议主播强化情感表达与互动引导，平台优化互动功能及热销数据可视化，商家则需在利用此机制的同时注重信息透明与售后服务以平衡销量与退货风险。

Abstract: Live streaming e-commerce has emerged as a critical mechanism for stimulating consumers’ impulsive buying behavior by cultivating a strong sense of social presence (SP) and providing high interactivity (INT). Social presence leverages hosts’ emotional expressiveness to evoke positive consumer affect, builds trust through authentic product demonstrations to reduce perceived risk, and exploits group dynamics to foster conformity pressure—collectively weakening rational control. Interactivity enhances user engagement and immersion through real-time interactions like bullet comments and Q&A sessions, accelerates decision-making via instant feedback that resolves purchase hesitations, and triggers competitive instincts through gamified features like liking and prize draws that deliver immediate gratification. Importantly, a significant synergistic amplification effect exists between SP and INT: Frequent interactions (e.g., hosts addressing viewers by name) intensify users’ sense of “co-presence” and authenticity, while heightened social presence reciprocally encourages proactive user participation. This creates a positive feedback loop that powerfully stimulates consumers’ immediate purchase desires, resulting in substantially higher impulsive buying rates (35% - 50%) in live streaming e-commerce compared to traditional channels. Consequently, hosts should intensify emotional delivery and interaction guidance, platforms ought to optimize interactive features and real-time sales visualization, and merchants must balance leveraging this mechanism with ensuring information transparency and robust after-sales services to mitigate return risks.