电商直播对消费者购买意愿及行为的影响——以京东双11直播间比价为例

The Impact of E-Commerce Live Streaming on Consumer Purchase Intention and Behavior—A Case Study of Price Comparison in JD.com’s Double 11 Live Streaming Rooms

摘要: 随着5G、大数据和人工智能等数字技术的快速发展，电商直播作为消费市场中极具影响力的商业模式，正深刻重塑消费者的决策路径。在观看直播时，消费者决策不再仅基于产品本身，还会受到主播的引导、直播氛围渲染、产品价格及互动体验等多重因素的影响。本文以京东双11直播间比价为例，深入剖析直播电商对消费者购买意愿及行为的影响因素，并据此为直播电商行业提出针对性优化策略建议，旨在推动直播电商行业的良性可持续发展，同时助力消费者做出更明智的购买决策。

Abstract: With the rapid development of digital technologies such as 5G, big data, and artificial intelligence, live streaming e-commerce, as a highly influential business model in the consumer market, is profoundly reshaping consumers’ decision-making processes. When watching live streams, consumer decisions are no longer solely based on the products themselves; they are also influenced by multiple factors such as the host’s guidance, the atmosphere of the live stream, product pricing, and interactive experiences. This paper takes the case of price comparison in JD.com’s Double 11 live streaming sessions as an example to conduct an in-depth analysis of the factors affecting consumer purchase intentions and behaviors in live streaming e-commerce. Based on this, targeted optimization strategies for the live streaming e-commerce industry are proposed, aiming to promote the healthy and sustainable development of the industry while helping consumers make more informed purchasing decisions.