机械产品直播电商场景下消费者冲动消费的形成逻辑与引导路径研究

Research on the Formation Logic and Guidance Path of Consumers’ Impulsive Consumption in the Live E-Commerce Scenario-of Mechanical-Products

摘要: 在数字化技术与制造业深度融合的背景下，直播电商已成为机械产品营销的新型重要渠道，打破了传统机械产品线下展销的局限，同时也催生了消费者冲动消费现象，既影响消费者理性采购决策，也关乎机械产品直播电商行业的规范化发展。本文结合机械工程领域产品特征，基于电子商务与消费者行为学相关理论，分析机械产品直播电商场景下消费者冲动消费的形成逻辑，探究主播专业度、产品展示效果、促销刺激、从众心理等核心影响因素的作用机制，剖析当前存在的突出问题，并提出针对性引导路径。研究表明，机械产品直播电商场景下的冲动消费是外部场景刺激与消费者内在心理相互作用的结果，主播专业度与产品沉浸式展示是核心驱动因素，而产品质量与售后顾虑则对其形成抑制作用。本文研究成果可丰富机械产品营销领域消费者行为研究，为机械产品直播电商规范化发展、消费者理性采购引导提供理论参考与实践指引，助力机械制造业数字化营销转型。

Abstract: Under the background of the in-depth integration of digital technology and manufacturing industry, live e-commerce has become a new and important channel for the marketing of mechanical products, breaking the limitations of traditional offline exhibition and sales of mechanical products, and at the same time giving rise to the phenomenon of consumers’ impulsive consumption, which not only affects consumers’ rational procurement decisions, but also relates to the standardized development of the live e-commerce industry for mechanical products. Combining the characteristics of products in the field of mechanical engineering, based on the relevant theories of e-commerce and consumer behavior, this paper analyzes the formation logic of consumers’ impulsive consumption in the live e-commerce scenario of mechanical products, explores the mechanism of core influencing factors such as anchor professionalism, product display effect, promotion stimulation and conformity psychology, analyzes the current prominent problems, and puts forward targeted guidance paths. The research shows that impulsive consumption in the live e-commerce scenario of mechanical products is the result of the interaction between external scene stimulation and consumers’ internal psychology. Anchor professionalism and immersive product display are the core driving factors, while product quality and after-sales concerns inhibit its formation. The research results of this paper can enrich the research on consumer behavior in the field of mechanical product marketing, provide theoretical reference and practical guidance for the standardized development of live e-commerce of mechanical products and the guidance of consumers’ rational procurement, and help the digital marketing transformation of the mechanical manufacturing industry.