电商直播间内互动对于消费决策的影响研究

Study on the Impact of Interaction in E-Commerce Live Streaming Rooms on Consumer Decision-Making

摘要: 为深入探究我国电子商务直播环境中互动性对消费者购买决策的影响机制，本文采纳了SOR (刺激–有机体–反应)理论框架，构建了一个综合研究模型，用于阐释购买行为的形成路径：刺激(Stimulus)：选取主播与观众的互动性、观众与其他消费者的互动、互动的响应性、互动的娱乐性作为外部环境变量；有机体(Organism)：将消费者的社会临场感与信任视为核心中介心理状态；反应(Response)：最终指向消费者的购买意愿。本文基于此框架，旨在揭示电商直播间内互动如何通过激发社会临场感与信任，进而驱动消费行为的内在机理。

Abstract: To deeply explore the influence mechanism of interactivity on consumers’ purchasing decisions in China’s e-commerce live streaming environment, this paper adopts the SOR (Stimulus-Organism-Response) theoretical framework and constructs a comprehensive research model to elucidate the formation path of purchasing behavior: Stimulus (Stimulus): The external environmental variables were selected as follows: the interactivity between the anchor and the audience, the interaction between the audience and other consumers, the responsiveness of the interaction, and the entertainment value of the interaction; Organism (Organism): regards consumers’ social presence and trust as core mediating psychological states; Response (Response): ultimately points to consumers’ purchase intention. Based on this framework, this paper aims to reveal the internal mechanism of how interactivity in e-commerce live streaming rooms stimulates social presence and trust, thereby driving consumer behavior.