电商直播间主播行为特征对消费者购买意愿影响的研究综述

A Review of the Impact of Live Streamer Behavior Characteristics on Consumers’ Purchase Intention in E-Commerce

摘要: 随着互联网技术的快速发展，电商直播已成为一种新兴的购物方式，主播作为核心角色对消费者购买意愿的影响日益显著。主播通过实时互动、解答疑问增强消费者信任，并通过商品演示直观展示使用效果，提升购买意愿。其专业性、外貌、口才等个人特征也显著影响观众吸引力和商品曝光度。虽然目前国内目前已有大量文献研究直播间环境、主播等对消费者购买行为的影响，但是聚焦于主播行为特征对消费者购买意愿的综述还很少。因此本文系统地梳理了近几年来国内外有关主播影响消费者购买意愿的文献，从主播的主要特征和行为、主播对消费者购买意愿的影响机制、常用的研究理论，总结出主播行为和特征与消费者购买意愿之间的关系，以期全景式呈现这一领域的研究现状和脉络，启发学者们对该领域的进一步研究，并为电商直播行业的发展提供一定的管理启示和实践参考。

Abstract: With the rapid development of internet technology, live-streaming e-commerce has emerged as a popular shopping method, in which the streamers play a central role in influencing consumers’ purchase intentions. Through real-time interaction and answering questions, streamers enhance consumer trust, while product demonstrations visually showcase usage effects, thereby boosting purchase willingness. Their professionalism, appearance, eloquence, and other personal attributes also significantly affect audience engagement and product exposure. Although there is already a substantial body of literature in China examining the impact of streamer and live streaming room environment factors on consumer purchasing behavior, there remains a scarcity of reviews specifically focusing on how streamers’ behavioral characteristics influence purchase intention. Therefore, this paper systematically reviews recent domestic and international literature on how streamers affect consumers’ purchase intentions, summarizing the relationship between streamers’ traits and behaviors and consumer purchase intention from the perspectives of key characteristics, underlying mechanisms, and commonly applied research theories. The aim is to provide a comprehensive overview of the current research landscape and trends in this field, inspire further academic exploration, and offer managerial insights and practical recommendations for the development of the live-streaming e-commerce industry.