沉浸式传播对消费意愿的影响研究——以VR电商直播为例

Research on the Impact of Immersive Communication on Consumption Intentions—Taking VR E-Commerce Live Streaming as an Example

摘要: 本研究聚焦于VR电商直播这一新兴领域，探讨其如何通过沉浸式传播影响用户的消费意愿。系统分析了VR电商直播的实践现状，系统阐述了其通过感官沉浸(全景呈现)、交互沉浸(虚拟试用)与情感沉浸(场景叙事)三维度构建沉浸式消费场域的核心特征。进而剖析了上述沉浸维度对消费意愿的差异化影响机制。并针对当前VR电商直播面临的技术成本高昂、内容同质化、伦理信任风险等现实困境，从技术、内容、生态与人才四个层面提出了系统性优化路径，旨在推动行业从单点突破走向生态协同的可持续发展。本研究拓展了沉浸式传播理论在电商领域的应用边界，为VR电商直播的可持续发展提供理论支撑与实践参考，也为媒介技术与消费行为的交叉研究提供新视角。

Abstract: This study focuses on the emerging field of VR e-commerce live streaming, exploring how it influences users’ consumption willingness through immersive communication. It systematically analyzes the current practice of VR e-commerce live streaming and systematically expounds on its core characteristics of constructing an immersive consumption field through three dimensions: sensory immersion (panoramic presentation), interactive immersion (virtual trial), and emotional immersion (scene narration). Furthermore, it analyzes the differentiated impact mechanism of the above immersion dimensions on consumption willingness. In response to the current challenges faced by VR e-commerce live streaming, such as high technical costs, content homogeneity, and ethical trust risks, this study proposes a systematic optimization path from four aspects: technology, content, ecosystem, and talent, aiming to promote the industry from single-point breakthrough to sustainable development through ecological collaboration. This study expands the application boundary of immersive communication theory in the e-commerce field, provides theoretical support and practical reference for the sustainable development of VR e-commerce live streaming, and also offers a new perspective for the cross-disciplinary research of media technology and consumer behavior.