跨境电商直播背景下消费者购买意愿的影响因素研究

Factors Influencing Consumers’ Purchase Intentions in the Context of Cross-Border E-Commerce Live Streaming

摘要: 在全球数字化与消费模式变革的双重驱动下，“跨境电商 + 直播”已成为全球贸易的核心增长引擎。然而，跨境购物固有的信息不对称、物流周期长等问题，使消费者信任构建与购买决策更为复杂。本研究基于刺激–机体–反应(SOR)理论，构建“互动体验–消费者信任–持续购买意愿”理论模型，将互动体验细化为主播互动、平台互动功能、内容互动三个维度，消费者信任划分为认知信任与情感信任，通过问卷调查法与结构方程模型分析法，探究各变量间的作用机制。研究结果显示，互动体验各维度均显著正向影响认知信任与情感信任，且两类信任在互动体验与持续购买意愿间发挥显著中介作用，认知信任的影响强度高于情感信任。本研究填补了跨境电商直播领域变量关系的机制性空白，丰富了SOR理论的场景应用，为企业优化互动策略、构建信任体系提供了具象化指导。

Abstract: Driven by global digitalization and changes in consumption patterns, “cross-border e-commerce + live streaming” has become a core growth engine for global trade. However, inherent issues in cross-border shopping, such as information asymmetry and long logistics cycles, complicate consumer trust building and purchase decision-making. Based on the Stimulus-Organism-Response (SOR) theory, this study constructs a theoretical model of “interactive experience-consumer trust-sustained purchase intention”, refining interactive experience into three dimensions: host interaction, platform interactive functions, and content interaction. Consumer trust is divided into cognitive trust and emotional trust. Through questionnaire surveys and structural equation modeling analysis, the mechanism of action among various variables is explored. The research results show that all dimensions of interactive experience significantly positively affect cognitive trust and emotional trust, and both types of trust play a significant mediating role between interactive experience and sustained purchase intention, with cognitive trust having a stronger impact than emotional trust. This study fills the mechanistic gap in the variable relationships in the field of cross-border e-commerce live streaming, enriches the scenario application of the SOR theory, and provides concrete guidance for enterprises to optimize interactive strategies and build trust systems.