直播电商对消费者购买决策的影响研究

Research on the Impact of Live Streaming E-Commerce on Consumer Purchase Decisions

摘要: 本文以S-O-R (刺激–机体–反应)理论为基础，结合技术接受模型(TAM)和EKB消费者决策模型，探究直播电商中消费者购买决策的影响机制。通过问卷调查(有效样本386份)与案例分析，聚焦信源质量、信息质量、服务质量三大刺激因素，分析其通过情感效价、感知价值对购买决策的作用路径。研究发现：主播可信度是核心影响因素；信息质量通过感知价值中介作用显著；售后保障在服务质量中优先级更高；数字人主播对年轻群体影响上升。结论为直播电商运营提供理论与实践参考。

Abstract: Based on the S-O-R (Stimulus-Organism-Response) theory, this paper combines the Technology Acceptance Model (TAM) and the EKB Consumer Decision-Making Model to explore the influencing mechanism of consumer purchase decisions in live-streaming e-commerce. Through questionnaire surveys (with 386 valid samples) and case analysis, this study focuses on three major stimulus factors: source quality, information quality, and service quality, and analyzes their impact on purchase decisions through emotional valence and perceived value. The research findings indicate that the credibility of the host is the core influencing factor; information quality has a significant mediating effect through perceived value; after-sales support has a higher priority within service quality; and the influence of digital human hosts on younger groups is increasing. The conclusion provides theoretical and practical references for the operation of live-streaming e-commerce.