电商主播特征影响消费者购买意愿的研究进展与前沿

Research Progress and Frontiers of the Influence of E-Commerce Anchor Characteristics on Consumers’ Purchase Intention

摘要: 直播电商已成为拉动线上消费增长的核心业态，主播作为“人–货–场”链路的关键枢纽，其多维特征深刻影响消费者的购买决策。本文系统梳理电商主播特征对消费者购买意愿影响的研究脉络，从主播属性特征、信息行为特征、情境匹配特征三个维度归纳核心研究成果，总结“静态属性–动态行为–情境调节”的分析框架与主要研究发现。在此基础上，重点探析新兴主播类型、多维度特征的协同作用、技术赋能的行为创新、长期消费价值导向四大研究前沿。当前研究存在视角较为零散、新兴场景覆盖有限、偏重短期效应等不足。未来研究应拓展新兴场景的实证研究，延伸至长期消费价值视角，并构建多维度特征的分析框架，为直播电商理论深化与行业实践提供参考。

Abstract: Livestreaming e-commerce has become a core format driving online consumption growth. As the key hub of the “people-goods-scene” link, anchors’ multidimensional characteristics profoundly influence consumers’ purchasing decisions. This paper systematically reviews the research progress on the impact of e-commerce anchor characteristics on consumers’ purchase intention. It synthesizes core findings from three dimensions: anchor attribute characteristics, information behavior characteristics, and context-matching characteristics, and summarizes the analytical framework and main research findings of “static attributes-dynamic behaviors-contextual moderation.” The study further explores four research frontiers: emerging anchor types, synergistic effects of multidimensional characteristics, technology-enabled behavioral innovation, and long-term consumer value orientation. It also points out the limitations of current research, including fragmented perspectives, limited coverage of emerging scenarios, and an overemphasis on short-term effects. Future research should construct a multidimensional analytical framework, expand empirical studies in emerging scenarios, and extend the perspective to long-term consumer value, so as to provide references for deepening livestreaming e-commerce theory and industry practice.