电商直播互动性对用户粘性的影响及提升路径

The Impact and Promotion Path of Interactivity in E-Commerce Live Streaming on User Engagement

摘要: 电商直播已成为数字经济时代的主流消费场景，而用户粘性作为衡量平台长期竞争力的核心指标，其形成机制备受关注。本文基于SOR理论与社会临场感理论系统阐释了互动性对用户粘性的作用机理，互动性通过“认知–情感–行为”三重路径塑造用户粘性：信息型互动降低认知成本、关系型互动激发情感共鸣、操作型互动形成行为惯性。在此基础上，本文提出人设化互动打造情感联结、工具化互动降低参与门槛、社群化互动延伸使用场景、共创化互动重构价值关系四条提升路径，并结合李佳琦直播间、京东全球购等实际案例予以论证，以期为直播电商从业者优化互动策略、构建可持续的用户关系提供理论参考与实践启示。

Abstract: Live e-commerce has become a mainstream consumption scenario in the digital economy era, and user stickiness, as a core metric for measuring a platform’s long-term competitiveness, has garnered significant attention regarding its formation mechanism. Based on SOR theory and social presence theory, this paper systematically explains the mechanism by which interactivity affects user stickiness. Interactivity shapes user stickiness through a “cognition-emotion-behavior” triple path: informational interaction reduces cognitive costs, relational interaction triggers emotional resonance, and operational interaction forms behavioral inertia. On this basis, the paper proposes four enhancement paths: persona-driven interaction to build emotional connections, tool-based interaction to lower participation barriers, community-based interaction to extend usage scenarios, and co-creative interaction to reconstruct value relationships. These are illustrated with practical cases such as Li Jiaqi’s live streaming sessions and JD Global Shopping, aiming to provide theoretical reference and practical insights for live e-commerce practitioners to optimize interaction strategies and build sustainable user relationships.