电商直播场景下消费者购买意愿的形成逻辑与影响机理研究

Research on the Formation Logic and Influence Mechanism of Consumers’ Purchase Intention in E-Commerce Live Streaming

摘要: 随着数字经济的高速发展，电商直播已成为消费市场中新的商业模式。相比传统模式，电商直播则通过主播讲解，与消费者互动等方式，吸引大量消费者购买，极大促进了电商模式的普及。现有研究主要聚焦单一因素对消费者购买决策的影响，但对于购买意愿形成的内在传导机制讨论仍不充分。本文基于消费行为理论、感知价值理论与社会认同理论，从定性视角分析电商直播影响消费者购买意愿的形成逻辑与作用机理。研究认为，信息传递和情感联结是消费者意愿的形成基础，此外，电商直播对消费者购买意愿的影响主要体现为需求激活、态度中介与社群赋能三种机制。在此基础上，本文进一步识别出直播电商中存在的冲动消费、虚假宣传与监管不足等现实问题，并从多个层面提出引导策略，旨在推动电商直播的规范化发展，同时为消费者理性决策提供参考。

Abstract: Driven by the digital economy, e-commerce live streaming has become a mainstream business model. It relies on host presentation and real-time interaction. It effectively stimulates consumption and popularizes e-commerce. Most existing studies only discuss the impact of individual factors on purchase decisions, with insufficient research on the internal mechanism of purchase intention. Based on consumer behavior theory, perceived value theory and social identity theory, this paper conducts a qualitative analysis of the relevant logic and mechanism. Information transmission and emotional connection are the fundamental drivers of purchase intention, which is also affected by three paths: demand activation, attitude mediation and community empowerment. Building on this, this paper further identifies practical issues in e-commerce live streaming—such as impulsive consumption, false advertising, and inadequate regulation—and proposes guidance strategies from multiple perspectives. These strategies aim to promote the standardized development of e-commerce live streaming while providing a reference for consumers to make rational purchasing decisions.