直播电商对消费者行为的影响与对策研究

Study on the Influence of Livestream E-Commerce on Consumer Behavior and Countermeasures

摘要: 自直播电商兴起以来，其发展迅猛，交易额屡创新高，对消费者购买行为产生深远影响，并对传统销售模式形成显著冲击。本文基于SOR理论模型，探讨直播电商对消费者行为的作用路径与机制，通过构建多维度影响因素模型，并结合问卷调查数据，分析实时高效性、价格优惠性、感知趣味性和主播魅力等因素对消费情绪及购买决策的影响。研究发现，上述因素均对消费情绪具有显著正向影响。据此，从提升消费者理性消费意识的角度提出相应对策，为直播电商的健康、科学与可持续发展提供理论支持与实践参考。

Abstract: Since the rise of livestream e-commerce, it has developed rapidly, and its turnover has reached new highs, which has a profound impact on consumer purchase behavior and a significant impact on traditional sales models. Based on the SOR theoretical model, this paper discusses the path and mechanism of livestream e-commerce on consumer behavior. By constructing a multi-dimensional influencing factor model and combining it with the questionnaire survey data, this paper analyzes the influence of real-time efficiency, price preference, perceived interest and anchor charm on consumer sentiment and purchase decision. The study found that the above factors have a significant positive impact on consumer sentiment. Based on this, the corresponding countermeasures are put forward from the perspective of improving consumers’ rational consumption consciousness, so as to provide theoretical support and practical reference for the healthy, scientific and sustainable development of livestream e-commerce.