直播电商情境下消费者决策的心理过程分析

A Process-Oriented Analysis of Consumer Decision-Making in Live-Streaming Commerce

摘要: 随着数字经济的持续发展，直播电商已成为电子商务的重要形态，其高度互动性、情境化与即时性特征，显著改变了消费者的决策环境。不同于传统电商以理性比较为主的决策模式，直播电商通过主播讲解、情绪渲染、社会线索呈现与时间稀缺机制的叠加，使消费者更容易在高信息密度与高情绪唤醒的情境中完成购买决策。尽管现有研究已从平台运营、营销策略与技术赋能等角度对直播电商进行了广泛探讨，但对消费者在直播情境中的决策过程及其心理机制仍缺乏系统梳理。基于消费者决策过程视角，本文采用理论分析方法，构建了直播电商情境下“刺激因素–心理状态–行为结果”的解释框架，对消费者决策行为的形成机制进行了系统分析。研究认为，在刺激因素层面，主播沟通方式、平台信息呈现与互动机制通过提升信息密度、情绪强度与社会可见性，对消费者形成持续外部刺激；在心理状态层面，高认知负荷促使消费者更多依赖简化判断线索，高情绪唤醒强化即时决策取向，而信任与风险感知在不确定性条件下发挥重要调节作用；在行为结果层面，上述心理过程共同推动消费者形成即时性、跟随性与冲动性等决策行为，并进一步影响复购、后悔与退货等后续结果。本文的研究有助于从决策过程层面深化对直播电商消费者行为的理解，为平台管理、主播行为规范与行业治理提供基于消费者心理机制的理论参考。

Abstract: With the continuous development of the digital economy, live-streaming commerce has become a prominent form of electronic commerce, substantially reshaping consumers’ decision-making environments. Unlike traditional e-commerce, which mainly relies on rational comparison of static information, live-streaming commerce integrates real-time interaction, emotional stimulation, visible social cues, and time-limited promotions, creating a highly dynamic and situational context in which consumers are more likely to make decisions under conditions of high information density and elevated emotional arousal. Although existing studies have examined live-streaming commerce from perspectives such as platform operation, marketing strategies, and technological affordances, relatively limited attention has been paid to consumers’ decision-making processes and the underlying psychological mechanisms in live-streaming contexts. From a consumer decision-process perspective, this paper adopts a theoretical analysis approach and proposes an integrative framework consisting of stimulus factors, psychological states, and behavioral outcomes to systematically examine consumer decision-making in live-streaming commerce. At the stimulus level, streamers’ communication styles, platform-based information presentation, and interactive mechanisms jointly increase information intensity, emotional salience, and social visibility. At the psychological level, heightened cognitive load encourages consumers to rely more on heuristic cues, elevated emotional arousal strengthens an immediate decision orientation, and trust and risk perception play a critical moderating role under conditions of uncertainty. At the behavioral level, these psychological processes collectively promote immediate, conforming, and impulsive decision patterns, which may further influence post-purchase outcomes such as repurchase, regret, and product return. By emphasizing the decision-making process rather than isolated influencing factors, this study provides a process-oriented understanding of consumer behavior in live-streaming commerce. The findings offer theoretical insights into the psychological mechanisms underlying situational consumption and provide practical implications for platform management, streamer conduct regulation, and industry governance.