直播电商中主播特性对消费者购买决策的影响研究

Research on the Influence of Streamer Characteristics on Consumers’ Purchase Decisions in Live Streaming E-Commerce

摘要: 在直播电商数字化消费场景持续普及的背景下，主播特性成为影响消费者购买决策的核心外部要素。本文以刺激–机体–反应(S-O-R)理论为分析框架，聚焦主播专业性、可信性、互动性、吸引力、娱乐性五大核心维度，系统阐释主播特性作用于消费者购买决策的内在传导机制。研究表明，主播专业性通过降低信息不对称与感知风险为理性决策提供支撑，可信性依托信任转移构建消费决策的核心基石，互动性以社会临场感营造沉浸式购物场景，吸引力凭借情感认同触发从众消费心理，娱乐性通过积极情绪唤醒催化冲动购买行为，五大维度形成互补协同的影响体系，从理性认知、情感感知、社交体验、情绪状态多维路径，全方位驱动消费者完成购买决策。本文厘清了主播特性影响消费决策的理论逻辑，为直播电商行业规范发展、主播能力培育及消费权益保障提供理论参考。

Abstract: Against the background of the continuous popularization of the digital consumption scenario of live streaming e-commerce, streamer characteristics have become the core external factor affecting consumers’ purchase decisions. Based on the Stimulus-Organism-Response (S-O-R) theoretical framework, this paper focuses on the five core dimensions of streamer characteristics: professionalism, credibility, interactivity, attractiveness and entertainment, and systematically explains the internal transmission mechanism of streamer characteristics acting on consumers’ purchase decisions. The research shows that streamer professionalism provides support for rational decision-making by reducing information asymmetry and perceived risk; streamer credibility forms the core cornerstone of consumption decision-making through trust transfer; streamer interactivity creates an immersive shopping scenario with social presence; streamer attractiveness triggers herd consumption psychology through emotional identity; and streamer entertainment catalyzes impulsive purchasing behavior by arousing positive emotions. The five dimensions form a complementary and synergistic influence system, which drives consumers to complete purchase decisions in an all-round way through the multi-dimensional paths of rational cognition, emotional perception, social experience and emotional state. This paper clarifies the theoretical logic of how streamer characteristics influence consumption decisions, and provides a theoretical reference for the standardized development of the live streaming e-commerce industry, the cultivation of streamer capabilities and the protection of consumer rights and interests.