电商直播的消费驱动机制与理性消费观念构建研究

Research on the Consumption-Driven Mechanism of E-Commerce Live Streaming and the Construction of Rational Consumption Concepts

摘要: 电商直播作为一种新兴商业模式，正逐步重塑营销市场格局。本文系统性地探讨了电商直播的发展历程，并重点分析其对消费者心理与行为产生的深刻影响。研究指出，电商直播主要通过三大核心要素驱动消费决策：其一，是主播个人影响力所构建的信任机制；其二，是产品价格优势与直播间所营造的真实感与紧迫感；其三，直播间精心营造的沉浸式体验与“理想自我”幻想。这些因素共同作用，显著激发消费者的购买欲望，但也潜藏冲动消费的风险。基于此，本文最终提出，在电商直播主导的新型消费环境中，消费者应树立理性主体意识，培养注重长期使用价值的消费观念，并建立清晰的财务规划，从而在复杂的营销环境中保持自主性与判断力，实现从被动接受到理性决策的消费行为转变。

Abstract: E-commerce live streaming is reshaping the marketing landscape as an emerging business model. This paper examines its development and analyzes its impact on consumer psychology and behavior. It identifies three key drivers of consumer decisions: the trust built by streamers’ influence, the price advantages and urgency in the live room, and the crafted immersive experience that sells an “ideal self”. While these elements boost purchase intent, they also risk impulsive buying. Consequently, this paper advocates for fostering rational consumer awareness, a long-term value mindset, and clear financial planning. This empowers consumers to navigate complex marketing and transition from passive acceptance to rational decision-making.