直播电商模式下消费者购买决策影响因素及优化策略研究

A Study on Factors Influencing Consumer Purchase Decisions and Optimization Strategies in the Context of Live-Streaming Commerce Model

摘要: 随着数字经济和新媒体技术深度结合，直播电商成为中国电子商务市场关键增长动力，重塑了消费者购物行为及决策路径，本文以计划行为理论、技术接受模型作为理论根基，结合直播电商“实时互动、场景沉浸、信任背书”核心特性，深入剖析影响消费者购买决策的关键要素，借助文献梳理、实证分析以及案例研究，从主播特质、产品属性、平台功能、社交互动、信任机制五个方面构建影响因素模型，并依据消费者调研数据验证各因素作用强度。研究得出，主播专业性与可信度、产品性价比与真实性、平台技术稳定性与服务保障、社交互动参与感、交易信任体系是影响购买决策的核心变量，针对当前直播电商存在的虚假宣传、品控不足、售后薄弱等状况，本文从主播培育、产品管控、平台升级、互动优化、信任构建五个方面提出针对性优化策略，为直播电商企业提升转化效率、达成可持续发展提供理论支持与实践借鉴。

Abstract: With the deep integration of the digital economy and new media technologies, live streaming e-commerce has become a core growth engine of China’s e-commerce market, reshaping consumers’ shopping behaviors and decision-making paths. Based on the Theory of Planned Behavior and the Technology Acceptance Model, combined with the core characteristics of live streaming e-commerce such as “real-time interaction, situational immersion, and trust endorsement”, this paper systematically analyzes the key factors influencing consumers’ purchase decisions. Through literature review, empirical analysis and case study, a model of influencing factors is constructed from five dimensions: anchor characteristics, product attributes, platform functions, social interaction, and trust mechanism. The intensity of each factor’s role is verified based on consumer survey data. The research finds that anchor professionalism and credibility, product cost-effectiveness and authenticity, platform technical stability and service guarantee, sense of social interaction participation, and transaction trust system are the core variables affecting purchase decisions. In response to the current problems in live streaming e-commerce such as false propaganda, insufficient quality control, and weak after-sales service, this paper puts forward targeted optimization strategies from five aspects: anchor training, product control, platform upgrading, interaction optimization, and trust building, providing theoretical support and practical reference for live streaming e-commerce enterprises to improve conversion efficiency and achieve sustainable development.