正念如何重塑数字消费决策？——基于精细化可能性模型(ELM)的直播电商实证研究

How Mindfulness Reshapes Digital Consumer Decision-Making?—An Empirical Study in Live-Streaming E-Commerce Based on the Elaboration Likelihood Model

摘要: 【目的】在“秒杀–退货”悖论背景下，探讨个体正念特质如何调节直播电商外部说服线索对冲动购买的影响。【方法】将正念纳入精细化可能性模型(ELM)双路径框架，采用问卷星 + 弹幕召回式抽样获取395份有效样本，运用SmartPLS 4.0与PROCESS v3.5进行结构方程建模与Bootstrap调节检验。【结果】(1) 中心路径质量对说服感知的标准化效应为0.31 (t = 5.42, p < 0.001)，外围路径质量为0.27 (t = 4.88, p < 0.001)；(2) 说服感知对冲动购买意向的总体效应为0.35 (p < 0.001)，正念水平每提高1个标准差，该路径被削弱0.19个单位(β = −0.19, p < 0.01, ΔR² = 0.04)，简单斜率低正念组0.48、高正念组0.14 (组间Δβ = 0.34, 95% CI [0.19, 0.49])；(3) 无现金支付对冲动购买直接效应0.28 (p < 0.001)，正念与无现金支付交互项β = −0.22(p < 0.001, ΔR² = 0.05)，高正念组痛苦钝化效应被抑制至不显著(β = 0.09, p > 0.05)。【结论】正念作为“元认知刹车”显著削弱ELM双路径的说服效果，并对无现金支付情境下的“痛苦钝化–冲动”链路产生79%的抑制率。研究为平台实施低成本正念微干预提供了量化依据。

Abstract: [Purpose] Amid the “flash-sale-return” paradox, this study examines how individual mindfulness moderates the effect of external persuasive cues on impulse buying in live-streaming e-commerce. [Methods] Integrating mindfulness into the dual-path ELM framework, we collected 395 valid responses through Qualtrics plus bullet-screen recall sampling and applied SmartPLS 4.0 and PROCESS v3.5 for structural modelling and bootstrap moderation. [Findings] (1) Central-path quality → persuasion perception β = 0.31 (t = 5.42, p < 0.001); peripheral-path quality → persuasion β = 0.27 (t = 4.88, p < 0.001). (2) Total effect of persuasion → impulse-buying intention β = 0.35 (p < 0.001); one-SD increase in mindfulness weakened the path by 0.19 (β = −0.19, p < 0.01, ΔR² = 0.04). Simple-slope low-mindfulness = 0.48, high = 0.14 (Δβ = 0.34, 95% CI [0.19, 0.49]). (3) Cash-less payment → impulse β = 0.28 (p < 0.001); mindfulness × cash-less interaction β = −0.22 (p < 0.001, ΔR² = 0.05), with the pain-dulling effect reduced to non-significant under high mindfulness (β = 0.09, p > 0.05). [Conclusion] Mindfulness acts as a meta-cognitive brake that significantly attenuates ELM persuasion effects and suppresses the cash-less pain-dulling pathway by 79%. The findings offer quantifiable guidance for low-cost mindfulness micro-interventions on platforms.