直播电商“种草”营销中的消费者能动性与策略性行为研究

Research on Consumer Agency and Strategic Behavior in Live-Streaming E-Commerce “Seeding” Marketing

摘要: 直播电商“种草”营销情境下，消费者行为从早期冲动购买转向理性决策，呈现“冲动激发–理性觉醒–抗拒生成”的动态演化特征。研究以消费者能动性理论与策略性行为理论为核心，结合使用与满足理论、认知失调理论，采用定性研究方法，分析消费者能动性的表现维度、策略性行为的类型特征及其形成逻辑，并提出平台、品牌方、主播三方协同的营销优化路径，为直播电商“种草”营销的规范发展与消费者权益保护提供参考。

Abstract: Against the backdrop of live-streaming e-commerce “seeding” marketing, consumer behavior is evolving from early impulsive purchases to rational decision-making, tracing a path of “impulse arousal - rational awakening - resistance generation”. Anchored in consumer agency and strategic behavior theories, and integrating uses and gratifications with cognitive dissonance theory, this qualitative study investigates consumers’ evolution from impulse to resistance, the dimensions of their agency, and the types, characteristics, and formation logic of strategic behaviors. It advances a tripartite collaborative marketing optimization pathway for platforms, brands, and broadcasters, offering a reference for standardized live-streaming e-commerce “seeding” marketing and consumer rights protection.