直播电商中用户“沉浸感–信任–购买意愿”链式模型研究
Research on the Chain Model of “Immersion-Trust-Purchase Intention” among Users in Live-Streaming E-Commerce
摘要: 随着直播电商迅猛发展，用户行为决策机制成研究热点。本研究整合工程心理学沉浸理论、社会学社会存在理论与营销学信任转移模型，构建直播电商用户“沉浸感–信任–购买意愿”链式理论模型。采用线上问卷调查法，以582名有直播购物经历用户为样本，运用SPSS 26.0、AMOS 24.0及PROCESS宏程序开展信效度检验、相关性分析与链式中介效应检验。结果显示：在直播电商场景中，用户的沉浸感通过“信任”这一核心中介变量，间接影响其购买意愿，形成“沉浸感→信任(认知信任/情感信任)→购买意愿”的链式作用机制；且这一机制在不同年龄用户群体、不同类型直播平台中呈现差异化特征。研究揭示用户购买决策内在心理机制，为平台与商家优化场景设计、精准建立信任提供支撑。
Abstract: With the rapid development of live e-commerce, the mechanism of users’ behavioral decision-making has become a research focus. This study integrates the Flow Theory from engineering psychology, the Social Presence Theory from sociology, and the Trust Transfer Model from marketing to construct a chain theoretical model of “immersion-trust-purchase intention” for users in live e-commerce. An online questionnaire survey was adopted, with 582 users who had live shopping experience as the sample. SPSS 26.0, AMOS 24.0, and the PROCESS macro program were used to conduct reliability and validity tests, correlation analysis, and chain mediation effect tests. The results show that: in the live e-commerce scenario, users’ immersion indirectly affects their purchase intention through the core mediating variable of “trust”, forming a chain mechanism of “immersion→trust (cognitive trust/emotional trust)→purchase intention”; moreover, this mechanism exhibits heterogeneous characteristics among user groups of different ages and different types of live e-commerce platforms. This study reveals the intrinsic psychological mechanism of users’ purchase decisions and provides support for platforms and merchants to optimize scenario design and establish trust accurately.
文章引用：郑悦冉. 直播电商中用户“沉浸感–信任–购买意愿”链式模型研究[J]. 电子商务评论, 2025, 14(10): 1-9. https://doi.org/10.12677/ecl.2025.14103105

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