直播电商中社会临场感、绿色认同与绿色消费行为研究综述
A Review of Social Presence, Green Identity and Green Consumption Behavior in Live-Streaming E-Commerce
DOI: 10.12677/ecl.2026.159996, PDF,   
作者: 冷 英, 范文萱：南通大学教育科学学院，江苏 南通
关键词: 直播电商；社会临场感；绿色认同；Live-Streaming E-Commerce； Social Presence； Green Identity
摘要: 直播电商依托实时互动、群体在场与情感联结等特征，构建了全新的绿色消费决策场域，重塑绿色消费实现路径。系统梳理直播电商中社会临场感、绿色认同及传导变量对绿色消费行为的核心心理机制及多元传导路径。本文认为直播电商环境既放大了社会临场感的触发效能与绿色认同的塑造作用，也因其场景特性使得绿色消费决策的传导机制更趋复杂。基于S-O-R理论与社会认同理论视角，构建了一个“社会临场感–绿色认同–绿色消费行为”的整合框架。以厘清直播电商绿色消费行为逻辑，可为平台绿色运营、消费者行为引导及后续研究提供理论参考。
Abstract: Live-streaming e-commerce, characterized by real-time interaction, group co-presence and emotional connection, has established a brand-new decision-making field for green consumption and reshaped its realization paths. This paper systematically sorts out the core psychological mechanisms and multiple transmission paths of social presence, green identity and transmission variables affecting green consumption behavior in live-streaming e-commerce. It holds that the live-streaming e-commerce environment not only amplifies the triggering effect of social presence and the shaping function of green identity, but also complicates the transmission mechanism of green consumption decisions due to its situational characteristics. From the perspectives of S-O-R theory and social identity theory, this paper constructs an integrated framework of “social presence - green identity - green consumption behavior”, so as to clarify the behavioral logic of green consumption in live-streaming e-commerce and provide theoretical references for platform green operation, consumer behavior guidance and future research.
文章引用：冷英, 范文萱. 直播电商中社会临场感、绿色认同与绿色消费行为研究综述[J]. 电子商务评论, 2026, 15(9): 276-282. https://doi.org/10.12677/ecl.2026.159996

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