直播电商中即时互动对消费者冲动性购买行为的影响机制研究

A Study on the Mechanism of Instant Interaction in Live-Streaming E-Commerce Influencing Consumers’ Impulsive Purchasing Behaviour

摘要: 直播电商凭借其独特的即时互动性，已成为驱动消费的重要引擎，并显著激发了消费者的冲动性购买行为。然而，互动性究竟通过何种心理影响消费决策，其内在机制尚待深入揭示。本文基于经典的“刺激–机体–反应”(S-O-R)理论，构建并阐释了一个双路径整合模型。该模型提出，作为外部环境刺激的即时互动并非直接导致购买行为，而是通过激活消费者内在的机体状态，即并行的两条心理传导路径最终驱动冲动性购买的发生。这两条路径分别是：以社会临场感和信任为核心的社会——认知路径，其功能在于为冲动行为提供认知许可；以及以心流体验和积极情感为核心的情感——体验路径，其功能在于为冲动行为点燃情感引擎。本文系统地论证了该双路径模型的理论逻辑，为理解直播场景下的消费决策机制提供了整合性的分析框架。

Abstract: Live-streaming e-commerce, with its unique real-time interactivity, has become a significant engine driving consumption and markedly stimulates consumers’ impulse purchasing behaviour. However, the precise psychological “black box” through which interactivity influences consumption decisions remains to be thoroughly elucidated. This paper constructs and elucidates a dual-pathway integration model grounded in the classical “stimulus-organism-response” (S-O-R) theory. This model posits that real-time interaction, as an external environmental stimulus, does not directly precipitate purchasing behaviour. Instead, it ultimately drives impulsive buying by activating consumers’ internal organismic states through two parallel psychological transmission pathways. These pathways comprise: A socio-cognitive pathway centred on social presence and trust, functioning to provide cognitive licence for impulsive actions; an affective-experiential pathway centred on flow experiences and positive emotions, functioning to ignite the emotional engine driving impulsive behaviour. This paper systematically demonstrates the theoretical logic of this dual-pathway model, offering an integrated analytical framework for understanding consumer decision-making mechanisms within live-streaming contexts.