直播电商中主播特性对消费者购买决策的影响研究

The Influence of Host Characteristics on Consumer Purchase Decisions in Live-Streaming E-Commerce

摘要: 本文基于社会认知与情感双加工框架，构建主播特性通过理性捷径、情感共鸣与社会认同三重路径影响购买决策的理论模型，提出专业可信度降低感知风险、人格吸引力激活情绪评估、互动效能强化群体归属的系列假设，并引入产品类型与空间临场感作为调节变量，揭示主播特性效应的边界条件与情境演化机制，为直播电商情境下消费者决策研究提供新的解释视角。

Abstract: This study, grounded in the dual-process framework of social cognition and emotion, constructs a theoretical model demonstrating how host characteristics influence purchasing decisions through three pathways: rational shortcuts, emotional resonance, and social identification. It proposes a series of hypotheses: professional credibility reduces perceived risk, personality attractiveness activates emotional evaluation, and interactive efficacy strengthens group belonging. Introducing product type and spatial presence as moderating variables, the study reveals the boundary conditions and situational evolution mechanisms of host characteristic effects, offering a novel interpretative perspective for consumer decision research in live-streaming e-commerce contexts.