电商直播对消费者购买决策的影响机制研究

A Study on the Influence Mechanism of E-Commerce Live Streaming on Consumers’ Purchase Decisions

摘要: 在数字经济与新零售深度融合背景下，电商直播作为融合内容展示、实时互动与场景体验的新型电商模式，已成为重塑消费市场格局的核心力量，其深度渗透消费者购买决策的同时，也伴随虚假宣传、低俗营销等行业问题，亟需理论层面的机制厘清与实践指引。本文以使用与满足理论、社会认同理论、信息加工理论为基础，系统梳理电商直播的发展历程，结合文献综述剖析现有研究成果与缺口，进而深入探究电商直播影响消费者购买决策的核心机制，并从多主体视角提出优化建议。研究发现，电商直播通过产品、主播、内容、平台及消费者五大维度的协同作用，形成信息传递、情感共鸣、社会影响三大核心机制，且三者并非孤立存在，而是在直播场景中动态交织，共同构建起电商直播特有的消费决策模式；其中，信息传递机制依托具象化展示、精准匹配等降低信息不对称，情感共鸣机制通过主播共情表达、场景化内容构建深化情感联结，社会影响机制则借助从众效应与社交口碑传播放大购买驱动。基于上述研究结论，本文分别对主播、品牌商、平台及消费者提出针对性建议，旨在引导各方有效发挥自身角色，推动电商直播生态向健康、专业、可持续方向演进，丰富电商直播领域理论研究的同时，为行业发展提供实践参考。

Abstract: Against the backdrop of the deep integration of the digital economy and new retail, live-streaming e-commerce, as a new e-commerce model that integrates content display, real-time interaction and scenario-based experience, has become a core force reshaping the pattern of the consumer market. While it deeply penetrates consumers’ purchase decisions, it also brings about industry problems such as false promotion and vulgar marketing, which urgently require theoretical clarification of its mechanism and practical guidance. Based on the Uses and Gratifications Theory, Social Identity Theory, and Information Processing Theory, this paper systematically sorts out the development history of live-streaming e-commerce, analyzes the existing research results and gaps through a literature review, further explores the core mechanisms by which live-streaming e-commerce influences consumers’ purchase decisions, and proposes optimization suggestions from a multi-subject perspective. The study finds that through the synergistic effect of five key dimensions—products, streamers, content, platforms, and consumers—live-streaming e-commerce forms three core mechanisms: information transmission, emotional resonance, and social influence. These three mechanisms are not isolated but dynamically intertwined in the live-streaming scenario, jointly constructing a unique consumption decision-making model specific to live-streaming e-commerce. Among them, the information transmission mechanism reduces information asymmetry through visualized display and precise matching; the emotional resonance mechanism deepens emotional connections through streamers’ empathetic expression and scenario-based content construction; and the social influence mechanism amplifies purchase motivation by leveraging herd behavior and social word-of-mouth communication. Based on the above research conclusions, this paper puts forward targeted suggestions for streamers, brand merchants, platforms, and consumers, aiming to guide all parties to effectively play their roles, promote the healthy, professional, and sustainable development of the live-streaming e-commerce ecosystem, enrich theoretical research in the field of live-streaming e-commerce, and provide practical references for the industry’s development.