“一哄就买”：短视频直播中心流体验与社交临场如何推高冲动消费

“Buying in a Rush”: How the Flow Experience and Social Presence in Short-Video Live-Streaming Boost Impulse Buying

摘要: 短视频直播电商的快速发展改变了传统消费决策模式，冲动消费已成为Z世代主要的消费方式。本文基于多学科理论框架，构建“外部刺激–心理路径–冲动消费”的整合机制，分析短视频直播场景下冲动消费的形成机理。研究发现，直播场景中的氛围线索、互动质量、促销策略、主播特质与算法推荐等外部刺激，通过心流体验(沉浸感、愉悦感、掌控感)与社交临场感(平台临场感、观众临场感、主播临场感)的共同作用引发冲动消费，情感唤醒在其中起到关键中介作用；个体差异、文化背景、产品类型与平台特征是重要的调节变量，跨文化研究也验证了这一消费机制的共性与差异。本文理清了冲动消费的核心逻辑，可为平台优化、营销实践以及引导消费者理性消费提供理论依据与实践指导。

Abstract: The explosive growth of short-video live-streaming e-commerce has reshaped the logic of consumer decision-making, of which impulse buying is the dominant consumption phenomenon among Generation Z. Based on the multi-disciplinary theoretical framework, this paper constructs an integrated mechanism of “external stimuli-psychological pathways-impulse buying” in order to explore the formation mechanism of impulse buying in the context of short-video live-streaming. Therefore, this research uncovers that the external stimuli of atmosphere cues, interaction quality, promotional strategies, traits of the live-streamer, and algorithmic recommendations within the live-streaming context trigger impulse buying through the joint transmission of flow experience (immersion, pleasure, and control) and social presence brought about by the platform, audience, and live-streamer, with emotional arousal serving as an important linking mediator. At the same time, individual differences, cultural background, product type, and platform characteristics are important moderating variables that may influence impulse buying. This paper makes efforts to verify the universality and difference of consumption mechanism cross-culturally. This paper can be expected to clarify the core logic of impulse buying and provide theoretical support and practical guidance for optimization of the platform, market practice, and guidance of rational consumption.