明星直播带货影响消费者购买意愿的现存问题与优化路径

Existing Issues and Optimization Paths of Celebrity Live Streaming Sales Influencing Consumers’ Purchase Intention

摘要: 明星直播带货作为“明星效应”与“直播电商”深度融合的产物，已成为驱动消费市场增长的重要模式。消费者购买意愿的形成并非单一因素作用的结果，而是明星特质、直播场景、产品属性及消费者自身认知等多维度因素共同作用的过程。本文将从核心影响因素拆解、现存问题及优化路径三个层面，系统探究这一课题。

Abstract: As a product of the deep integration of “celebrity effect” and “live streaming e-commerce”, celebrity live streaming sales have become an important model driving the growth of the consumer market. The formation of consumers’ purchasing willingness is not the result of a single factor, but rather a process influenced by multiple dimensions such as celebrity traits, live streaming scenarios, product attributes, and consumers’ own cognition. This article will systematically explore this topic from three aspects: decomposition of core influencing factors, existing problems, and optimization paths.