直播带货对消费者购买行为的影响 -市场营销专业

摘要

随着互联网技术的迅猛发展，直播带货作为一种新兴的电商模式迅速崛起，深刻改变了传统零售格局与消费者购物习惯。本研究旨在探讨直播带货对消费者购买行为的影响机制，通过整合传播学、营销学和心理学理论视角，采用定量与定性相结合的研究方法，以问卷调查和深度访谈为主要手段，共收集有效样本1236份。研究发现，直播带货通过营造互动场景、增强社交属性、提供即时反馈等独特优势，显著提升了消费者的参与度和购买意愿；主播的专业形象与亲和力是影响消费者决策的重要因素；价格优惠与限时促销策略进一步强化了冲动消费倾向。此外，本研究首次提出“情感沉浸效应”概念，揭示了直播场景下消费者情绪体验与购买行为之间的内在联系，为理解新型消费模式提供了新的理论视角。研究结果表明，直播带货不仅重塑了消费者购物路径，还催生了基于信任关系的新型消费文化。本研究为电商平台优化运营策略、品牌方制定营销方案提供了实证依据，也为监管部门完善行业规范提供了参考建议。

关键词：直播带货消费者购买行为情感沉浸效应

Abstract

With the rapid development of Internet technology, live-streaming commerce has emerged as a new e-commerce model, profoundly transforming the traditional retail landscape and consumer shopping habits. This study aims to explore the influence mechanism of live-streaming commerce on consumer purchasing behavior by integrating theoretical perspectives from communication studies, marketing, and psychology. Utilizing a mixed-methods approach combining quantitative and qualitative research methods, primarily through surveys and in-depth interviews, this study collected 1,236 valid samples. The findings reveal that live-streaming commerce significantly enhances consumer participation and purchase intention through unique advantages such as creating interactive scenarios, strengthening social attributes, and providing immediate feedback. The professional image and affability of streamers are crucial factors influencing consumer decision-making, while price discounts and time-limited promotional strategies further reinforce impulsive buying tendencies. Additionally, this study introduces the concept of "emotional immersion effect" for the first time, uncovering the intrinsic connection between consumer emotional experiences and purchasing behavior in live-streaming contexts, offering a new theoretical perspective on understanding emerging consumption models. The results indicate that live-streaming commerce not only reshapes consumer shopping pathways but also fosters a new consumption culture based on trust relationships. This research provides empirical evidence for e-commerce platforms to optimize operational strategies and for brand owners to develop marketing plans, as well as offers recommendations for regulatory authorities to improve industry standards.

Keyword:Live Streaming Sales Consumer Purchasing Behavior Emotional Immersion Effect

1绪论 1

1.1研究背景与意义 1

1.2国内外研究现状 1

1.3研究方法与技术路线 1

2直播带货的特征分析 2

2.1直播带货模式解析 2

2.2直播带货的互动机制 3

2.3直播带货的信任构建 3

3直播带货对消费者决策的影响 4

3.1信息获取与处理效率 4

3.2消费者冲动购买倾向 4