基于SOR理论的电商直播间“氛围组”对用户从众消费的影响研究

Research on the Influence of the “Atmosphere Group” in E-Commerce Live Streaming Rooms on Users’ Herd Consumption Behavior Based on the SOR Theory

摘要: 直播电商中，由各类情境线索构成的“氛围组”已成为影响消费者决策的重要因素。本研究基于SOR理论，将电商直播间“氛围组”解构为社交、稀缺、娱乐三类线索，探究其对从众消费的影响及情绪唤起的中介作用与产品卷入度的调节作用。对500名消费者的问卷分析发现：三类线索均正向影响愉悦感与唤醒度，其中稀缺线索对唤醒度驱动最强(β = 0.42)，社交线索对愉悦感驱动最强(β = 0.39)；社交与稀缺线索存在正向交互效应；情绪唤起起显著的中介作用；产品卷入度负向调节上述关系。研究细化了直播电商环境线索的研究粒度，为商家精细化设计直播间氛围提供了实证依据。

Abstract: In the context of live streaming e-commerce, the “atmosphere group” constituted by diverse situational cues has emerged as a critical determinant of consumer decision-making. Grounded in the Stimulus-Organism-Response (SOR) theoretical framework, this study deconstructs the “atmosphere group” into three core dimensions—social cues, scarcity cues, and entertainment cues—and systematically investigates their influence on herd consumption behavior, as well as the mediating role of emotional arousal and the moderating role of product involvement. Based on a questionnaire survey of 500 consumers with live streaming shopping experience, the findings reveal that all three types of atmospheric cues exert significant positive effects on consumers’ pleasure and arousal. Specifically, scarcity cues demonstrate the strongest driving effect on arousal (β = 0.42), whereas social cues exhibit the strongest effect on pleasure (β = 0.39). A significant positive interaction effect is observed between social and scarcity cues. Furthermore, emotional arousal significantly mediates the relationship between atmospheric cues and herd consumption, while product involvement negatively moderates these relationships. This study refines the analytical granularity of environmental cue research in live streaming commerce, and offers practical insights for merchants seeking to optimize atmospheric design strategies.