电商主播对用户消费行为的影响分析——基于把关人理论的视角

Analysis of the Impact of E-Commerce Anchors on User Consumption Behavior—Based on the Perspective of Gatekeeper Theory

摘要: 本文以电子商务直播中的主播和消费者为研究对象，以新闻传播领域的把关人理论为理论背景，旨在探究电商主播对消费者购买行为的影响机制。研究发现，在电商直播环境中，主播可以通过用户互动机制、编辑与导向机制、安全与审查机制、增值与成本机制、基础设施和规则等把关机制对直播用户的消费观念和购买行为产生影响。结果表明，电商主播在引导用户消费决策方面具有重要作用，体现了他们在电商直播领域中的关键影响力和价值。

Abstract: This paper takes anchors and consumers in e-commerce live streaming as the research object, and the gatekeeper theory in the field of news communication as the theoretical background, aiming to explore the influence mechanism of e-commerce anchors on consumers’ purchase behavior. The study finds that in the e-commerce live broadcast environment, anchors can have an impact on the consumption concept and purchase behavior of live broadcast users through user interaction mechanism, editing and guidance mechanism, review and security mechanism, value-added and cost mechanism, infrastructure and rules, and other gatekeeping mechanisms. The results show that e-commerce anchors play an important role in guiding users’ consumption decisions, reflecting their key influence and value in the field of e-commerce live streaming.