直播电商中“弹幕评论”的情感渲染与冲动消费

Emotional Contagion of “Danmaku Comments” and Impulse Consumption in Live-Streaming E-Commerce

摘要: 在直播电商情境下，弹幕评论已从互动工具升维为群体情绪的核心装置，深刻影响个体消费者的心理状态与购买决策。本文围绕“弹幕评论–情感渲染–冲动消费”这一核心路径，系统建构了涵盖“双重编码–三阶段模型–网状扩散–中介转化–循环强化”的理论解释框架，系统阐释了弹幕评论在直播电商中的情感传递逻辑与消费转化路径，旨在揭示弹幕情绪传递驱动消费行为的内在逻辑，为理解虚拟社群动力、人货场关系重构及数字交往情感机制提供了系统性分析框架，为平台优化互动生态、推动数字消费空间良性运转提供实践启示。

Abstract: In the context of live e-commerce, bullet comments have evolved from an interactive tool into a core apparatus of collective emotion, profoundly influencing individual consumers’ psychological states and purchase decisions. Centering on the core pathway of “bullet comments - emotional contagion - impulse consumption”, this paper systematically constructs a theoretical framework encompassing “dual coding - three-stage model - networked diffusion - mediating transformation - cyclical reinforcement”. It elaborates on the logic of emotional transmission and consumption transformation driven by bullet comments in live e-commerce, aiming to reveal the internal mechanisms through which bullet comments drive consumer behavior via emotional contagion. The study provides a systematic analytical framework for understanding the dynamics of virtual communities, the reconstruction of the “people-goods-scene” relationship, and the emotional mechanisms of digital interaction. It also offers practical insights for platforms to optimize interactive ecosystems and foster the healthy functioning of digital consumption space.