陪伴式直播对城市独居青年消费意愿的影响 研究

Research on the Influence of Accompanying Live Streaming on Consumption Intention of Urban Solitary Youth

摘要: 孤独经济崛起与直播电商向情感化转型的背景下，陪伴式直播成为衔接城市独居青年情感需求与消费行为的关键载体。本文以准社会交往理论和S-O-R模型为理论基础，构建陪伴式直播对城市独居青年消费意愿的影响机制模型，从意识、情感、认知三维度解构陪伴式直播构成要素，探究情感信任的中介作用与孤独感的正向调节效应，并结合行业发展现状，从内容优化、主播培育、平台机制革新、权益保护四个方面提出陪伴式直播的针对性优化策略。研究丰富了情感消费理论在直播电商场景的应用，为陪伴式直播行业的规范化与可持续发展提供理论参考和实践指引。

Abstract: Against the backdrop of the rise of the “loneliness economy” and the shift toward emotional engagement in live-streaming e-commerce, companion-style live-streaming has emerged as a key medium bridging the emotional needs and consumption behaviors of young urban singles. Drawing on the theory of quasi-social interaction and the S-O-R model, this paper constructs a mechanism model to explain how companion-style live-streaming influences the consumption intentions of urban youth living alone. It deconstructs the constituent elements of companion-style live-streaming across three dimensions—awareness, emotion, and cognition—to explore the mediating role of emotional trust and the positive moderating effect of loneliness. Furthermore, by integrating the current state of industry development, the study proposes targeted optimization strategies companion-style live-streaming in four areas: content optimization, host cultivation, platform mechanism innovation, and rights protection. This study enriches the application of emotional consumption theory in the live-streaming e-commerce context and provides theoretical references and practical guidance for the standardization and sustainable development of the companion-style live-streaming industry.