直播电商中消费者购买意愿的影响因素研究基于扎根理论和SOR模型

直播电商中消费者购买意愿的影响因素研究基于扎根理论和SOR模型一、本文概述Overviewofthisarticle随着互联网的深入发展和数字技术的广泛应用，直播电商作为一种新兴的电子商务模式，正迅速崛起并改变着消费者的购物习惯。直播电商凭借其直观的产品展示、实时的互动交流和高效的购买体验，吸引了大量消费者的关注。然而，尽管直播电商具有诸多优势，但其消费者购买意愿的影响因素的研究尚显不足。因此，本文旨在深入探讨直播电商中消费者购买意愿的影响因素，以期为直播电商行业的健康发展提供理论支持和实践指导。Withthein-depthdevelopmentoftheInternetandthewideapplicationofdigitaltechnology,livebroadcaste-commerce,asanewe-commercemodel,israpidlyrisingandchangingconsumers'shoppinghabits.Livestreaminge-commercehasattractedalargenumberofconsumerswithitsintuitiveproductdisplay,real-timeinteractivecommunication,andefficientpurchasingexperience.However,despitethemanyadvantagesoflivestreaminge-commerce,thereisstillinsufficientresearchonthefactorsinfluencingconsumerpurchaseintention.Therefore,thisarticleaimstodeeplyexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce,inordertoprovidetheoreticalsupportandpracticalguidanceforthehealthydevelopmentofthelivestreaminge-commerceindustry.本文采用扎根理论和SOR（Stimulus-Organism-Response）模型作为研究框架，通过定性和定量相结合的研究方法，全面分析直播电商中消费者购买意愿的影响因素。运用扎根理论对直播电商中消费者购买意愿的影响因素进行深度挖掘，构建初步的理论模型。结合SOR模型，对初步的理论模型进行验证和修正，构建完整的直播电商中消费者购买意愿影响因素模型。通过问卷调查和数据分析，验证模型的有效性和可靠性，为直播电商行业的实践提供有益的参考。ThisarticleadoptsgroundedtheoryandSOR(StimulusOrganismResponse)modelastheresearchframework,andcomprehensivelyanalyzestheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commercethroughacombinationofqualitativeandquantitativeresearchmethods.Deeplyexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerceusinggroundedtheoryandconstructapreliminarytheoreticalmodel.CombiningtheSORmodel,validateandrevisethepreliminarytheoreticalmodel,andconstructacompletemodeloftheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Throughquestionnairesurveysanddataanalysis,theeffectivenessandreliabilityofthemodelareverified,providingusefulreferencesforthepracticeofthelivestreaminge-commerceindustry.本文的研究不仅对直播电商行业的健康发展具有重要意义，同时也丰富了消费者行为学和电子商务领域的研究内容。通过深入探讨直播电商中消费者购买意愿影响因素，本文旨在为直播电商企业制定有效的营销策略、提升消费者购买意愿提供理论支持和实践指导。本文的研究也有助于促进消费者行为学和电子商务领域的研究发展，推动相关理论的创新和完善。Theresearchinthisarticleisnotonlyofgreatsignificanceforthehealthydevelopmentofthelivestreaminge-commerceindustry,butalsoenrichestheresearchcontentofconsumerbehaviorande-commerce.Bydelvingintotheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce,thisarticleaimstoprovidetheoreticalsupportandpracticalguidanceforlivestreaminge-commerceenterprisestodevelopeffectivemarketingstrategiesandenhanceconsumerpurchaseintention.Thisstudyalsocontributestopromotingtheresearchanddevelopmentofconsumerbehaviorande-commerce,andpromotingtheinnovationandimprovementofrelevanttheories.二、文献综述Literaturereview在数字化时代，直播电商作为一种新兴的电子商务模式，以其直观、互动的特性吸引了大量消费者的关注。对于消费者购买意愿的影响因素的研究，一直是营销学和电子商务领域的热点话题。本研究基于扎根理论和SOR（Stimulus-Organism-Response）模型，对直播电商中消费者购买意愿的影响因素进行深入研究。Inthedigitalage,livestreaminge-commerce,asanemerginge-commercemodel,hasattractedalargenumberofconsumers'attentionwithitsintuitiveandinteractivecharacteristics.Theresearchontheinfluencingfactorsofconsumerpurchaseintentionhasalwaysbeenahottopicinthefieldsofmarketingande-commerce.ThisstudyisbasedongroundedtheoryandSOR(StimulusOrganismResponse)modeltoconductin-depthresearchontheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.从扎根理论的角度来看，通过对现有文献的梳理和分析，可以初步识别出影响消费者购买意愿的主要因素。这些因素包括但不限于直播主播的个人魅力、产品质量、价格优惠、直播互动等。这些因素在直播电商环境中相互作用，共同影响着消费者的购买决策。Fromtheperspectiveofgroundedtheory,byreviewingandanalyzingexistingliterature,themainfactorsaffectingconsumerpurchaseintentioncanbepreliminarilyidentified.Thesefactorsincludebutarenotlimitedtothepersonalcharmofthelivestreamer,productquality,pricediscounts,liveinteraction,etc.Thesefactorsinteractwitheachotherinthelivestreaminge-commerceenvironment,collectivelyinfluencingconsumerpurchasingdecisions.基于SOR模型，本研究进一步探讨了这些因素如何影响消费者的心理反应和购买行为。SOR模型认为，消费者的购买行为是由外部刺激（Stimulus）引起的，这些刺激通过影响消费者的心理反应（Organism），进而产生购买行为（Response）。在直播电商环境中，直播主播的言行举止、产品展示、价格优惠等都可以视为外部刺激，这些刺激会影响消费者的认知、情感等心理反应，最终影响消费者的购买决策。BasedontheSORmodel,thisstudyfurtherexploreshowthesefactorsaffectconsumerpsychologicalreactionsandpurchasingbehavior.TheSORmodelsuggeststhatconsumerpurchasingbehavioriscausedbyexternalstimuli(Stimulus),whichinfluenceconsumerpsychologicalresponses(Organization),leadingtopurchasingbehavior(Response).Inthelivestreaminge-commerceenvironment,thewordsandactions,productdisplays,andpricediscountsoflivestreamerscanallberegardedasexternalstimuli,whichcanaffectconsumers'cognitive,emotional,andotherpsychologicalreactions,ultimatelyaffectingtheirpurchasingdecisions.本研究还关注了直播电商环境中消费者购买意愿的动态变化过程。随着直播电商市场的不断发展，消费者的购买意愿也在不断变化。因此，本研究通过对现有文献的深入分析，探讨了消费者购买意愿的变化趋势及其影响因素，以期为未来直播电商市场的发展提供有价值的参考。Thisstudyalsofocusesonthedynamicchangesinconsumerpurchaseintentioninthelivestreaminge-commerceenvironment.Withthecontinuousdevelopmentofthelivestreaminge-commercemarket,consumerpurchasingintentionsarealsoconstantlychanging.Therefore,thisstudyexploresthechangingtrendsandinfluencingfactorsofconsumerpurchaseintentionthroughin-depthanalysisofexistingliterature,inordertoprovidevaluablereferencesforthedevelopmentofthefuturelivestreaminge-commercemarket.本研究通过对现有文献的梳理和分析，初步识别了直播电商中消费者购买意愿的影响因素，并基于扎根理论和SOR模型对这些因素进行了深入探讨。未来，本研究还将通过实证研究进一步验证这些因素对消费者购买意愿的影响程度及其作用机制，为直播电商市场的健康发展提供有力支持。Thisstudypreliminarilyidentifiedtheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commercebyreviewingandanalyzingexistingliterature,andconductedin-depthexplorationofthesefactorsbasedongroundedtheoryandSORmodel.Inthefuture,thisstudywillfurtherverifytheimpactandmechanismofthesefactorsonconsumerpurchaseintentionthroughempiricalresearch,providingstrongsupportforthehealthydevelopmentofthelivestreaminge-commercemarket.三、研究方法Researchmethods本研究采用扎根理论和SOR（Stimulus-Organism-Response）模型相结合的方法，对直播电商中消费者购买意愿的影响因素进行深入探究。通过扎根理论的方法，对直播电商领域的现有文献进行梳理和分析，提取出影响消费者购买意愿的关键因素。扎根理论强调从原始数据中提炼出概念和范畴，进而构建理论模型，非常适合用于本研究中对影响因素的探索和提取。ThisstudyadoptsacombinationofgroundedtheoryandSOR(StimulusOrganismResponse)modeltoexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Throughthemethodofgroundedtheory,theexistingliteratureinthefieldoflivestreaminge-commerceissortedandanalyzedtoextractkeyfactorsthataffectconsumerpurchaseintention.Thegroundedtheoryemphasizesextractingconceptsandcategoriesfromrawdataandconstructingtheoreticalmodels,whichisverysuitableforexploringandextractinginfluencingfactorsinthisstudy.在具体操作时，我们选取了大量与直播电商和消费者购买意愿相关的文献，包括学术论文、行业报告、案例研究等，进行深入的阅读和分析。通过对这些文献的梳理，我们提取出了影响消费者购买意愿的关键因素，如直播内容质量、主播魅力、互动体验、价格优惠等。Inthespecificoperation,weselectedalargenumberofliteraturerelatedtolivestreaminge-commerceandconsumerpurchaseintention,includingacademicpapers,industryreports,casestudies,etc.,forin-depthreadingandanalysis.Throughsortingouttheseliterature,wehaveextractedkeyfactorsthataffectconsumerpurchaseintention,suchaslivecontentquality,anchorcharm,interactiveexperience,pricediscounts,etc.接下来，我们运用SOR模型对这些关键因素进行进一步的分析和整合。SOR模型是一种心理学模型，用于解释个体在受到外界刺激后产生的心理反应和行为反应。在直播电商的情境中，直播内容、主播表现等可以视为外界刺激（Stimulus），这些刺激通过影响消费者的心理状态（Organism），如认知、情感等，进而引发消费者的购买意愿（Response）。Next,wewillusetheSORmodeltofurtheranalyzeandintegratethesekeyfactors.TheSORmodelisapsychologicalmodelusedtoexplainthepsychologicalandbehavioralresponsesthatindividualsexperiencewhenexposedtoexternalstimuli.Inthecontextoflivestreaminge-commerce,livecontent,anchorperformance,etc.canbeconsideredasexternalstimuli(Stimulus),whichaffectconsumers'psychologicalstate(Organization),suchascognition,emotion,etc.,therebytriggeringconsumerpurchaseintention(Response).通过结合扎根理论和SOR模型，我们构建了一个全面的理论框架，用于解释直播电商中消费者购买意愿的影响因素的作用机制和路径。在此基础上，我们将进一步收集实证数据，通过统计分析等方法验证理论框架的有效性和可靠性，从而为直播电商行业的实践提供科学的指导和建议。BycombininggroundedtheoryandSORmodel,wehaveconstructedacomprehensivetheoreticalframeworktoexplainthemechanismandpathoftheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Onthisbasis,wewillfurthercollectempiricaldataandverifytheeffectivenessandreliabilityofthetheoreticalframeworkthroughstatisticalanalysisandothermethods,therebyprovidingscientificguidanceandsuggestionsforthepracticeofthelivestreaminge-commerceindustry.四、研究过程Researchprocess本研究旨在深入探索直播电商中消费者购买意愿的影响因素，并基于扎根理论和SOR模型（刺激-有机体-反应模型）构建理论框架。研究过程主要分为以下几个阶段：Thisstudyaimstoexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce,andconstructatheoreticalframeworkbasedongroundedtheoryandSORmodel(stimulusorganismresponsemodel).Theresearchprocessismainlydividedintothefollowingstages:我们进行了广泛的文献回顾，以了解直播电商的发展历程、消费者购买意愿的相关理论和影响因素。通过对现有研究的梳理，我们发现虽然已有一些研究探讨了直播电商中消费者购买意愿的影响因素，但尚未形成一个全面且系统的理论框架。因此，本研究旨在弥补这一研究空白。Weconductedanextensiveliteraturereviewtounderstandthedevelopmenthistoryoflivestreaminge-commerce,therelevanttheoriesandinfluencingfactorsofconsumerpurchaseintention.Throughareviewofexistingresearch,wehavefoundthatalthoughsomestudieshaveexploredtheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce,acomprehensiveandsystematictheoreticalframeworkhasnotyetbeenformed.Therefore,thisstudyaimstofillthisresearchgap.接下来，我们采用了扎根理论的研究方法，通过对直播电商平台的深度观察和消费者访谈，收集了大量原始数据。在数据收集过程中，我们遵循了扎根理论的原则，即保持开放性和灵活性，以便在数据分析过程中发现新的概念和关系。Next,weadoptedthegroundedtheoryresearchmethodandcollectedalargeamountofrawdatathroughin-depthobservationoflivestreaminge-commerceplatformsandconsumerinterviews.Intheprocessofdatacollection,wefollowedtheprinciplesofgroundedtheory,whichistomaintainopennessandflexibilityinordertodiscovernewconceptsandrelationshipsinthedataanalysisprocess.在数据分析阶段，我们运用内容分析法和归纳法对数据进行了编码和分类。我们对访谈记录和观察笔记进行了逐句编码，提取出与消费者购买意愿相关的关键词和短语。然后，我们对这些关键词和短语进行了归纳和整理，形成了若干个初始概念。我们进一步对这些初始概念进行了聚类分析，构建了直播电商中消费者购买意愿影响因素的概念模型。Inthedataanalysisstage,weusedcontentanalysisandinductionmethodstoencodeandclassifythedata.Wecodedtheinterviewrecordsandobservationnotessentencebysentence,extractingkeywordsandphrasesrelatedtoconsumerpurchaseintention.Then,wesummarizedandorganizedthesekeywordsandphrases,formingseveralinitialconcepts.Wefurtherconductedclusteranalysisontheseinitialconceptsandconstructedaconceptualmodelofthefactorsinfluencingconsumerpurchaseintentioninlivestreaminge-commerce.在构建概念模型的基础上，我们结合SOR模型对影响因素进行了整合和分析。SOR模型是一个广泛应用于消费者行为研究的理论模型，它认为消费者的购买行为是由外部刺激（Stimulus）引发的内部心理反应（Organism），最终导致购买行为（Response）的产生。在本研究中，我们将直播电商中的各类刺激因素作为外部刺激，将消费者的心理反应作为中介变量，将购买意愿作为最终反应。通过对这些因素的分析和整合，我们构建了一个全面的理论框架来解释直播电商中消费者购买意愿的形成机制。Onthebasisofconstructingaconceptualmodel,weintegratedandanalyzedtheinfluencingfactorsusingtheSORmodel.TheSORmodelisawidelyusedtheoreticalmodelinconsumerbehaviorresearch,whichbelievesthatconsumerpurchasingbehaviorisaninternalpsychologicalresponse(Organization)triggeredbyexternalstimuli(Stimulus),ultimatelyleadingtotheemergenceofpurchasingbehavior(Response).Inthisstudy,weusevariousstimuliinlivestreaminge-commerceasexternalstimuli,consumerpsychologicalreactionsasmediatingvariables,andpurchaseintentionasthefinalresponse.Byanalyzingandintegratingthesefactors,wehaveconstructedacomprehensivetheoreticalframeworktoexplaintheformationmechanismofconsumerpurchaseintentioninlivestreaminge-commerce.我们对整个研究过程进行了反思和总结。我们认为本研究通过扎根理论和SOR模型的结合，为直播电商中消费者购买意愿影响因素的研究提供了一个新的视角和理论框架。然而，本研究仍存在一些局限性，如样本量的限制和地域文化的差异等。未来研究可以在此基础上进一步拓展和深化对直播电商中消费者购买意愿影响因素的理解。Wehavereflectedandsummarizedtheentireresearchprocess.WebelievethatthecombinationofgroundedtheoryandSORmodelinthisstudyprovidesanewperspectiveandtheoreticalframeworkforstudyingthefactorsinfluencingconsumerpurchaseintentioninlivestreaminge-commerce.However,thisstudystillhassomelimitations,suchassamplesizelimitationsandregionalculturaldifferences.Futureresearchcanfurtherexpandanddeepentheunderstandingofthefactorsinfluencingconsumerpurchaseintentioninlivestreaminge-commercebasedonthisfoundation.五、研究结果Researchresults本研究通过扎根理论和SOR（Stimulus-Organism-Response）模型的结合，深入探讨了直播电商中消费者购买意愿的影响因素。在详细分析并归纳了大量直播电商相关文献及消费者行为数据后，我们得出以下主要结论。ThisstudycombinesgroundedtheoryandtheStimulusOrganismResponse(SOR)modeltoexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Afteradetailedanalysisandsummarizationofalargenumberofliteratureandconsumerbehaviordatarelatedtolivestreaminge-commerce,wehavecometothefollowingmainconclusions.在直播电商环境中，消费者的购买意愿受到多种刺激因素的影响。这些因素包括但不限于主播的专业性、互动性、产品展示的真实性以及直播过程中的优惠活动。主播的专业性能够提升消费者对产品的信任度，而主播与观众的高频互动则增强了消费者的参与感和归属感。产品展示的真实性通过提供详尽的产品信息和使用效果，帮助消费者更全面地了解产品。直播过程中的优惠活动则直接刺激消费者的购买欲望。Inthelivestreaminge-commerceenvironment,consumerpurchasingintentionsareinfluencedbyvariousstimulatingfactors.Thesefactorsincludebutarenotlimitedtotheprofessionalism,interactivity,authenticityofproductdisplays,andpromotionalactivitiesduringthelivebroadcast.Theprofessionalismoftheanchorcanenhanceconsumertrustintheproduct,whilethehigh-frequencyinteractionbetweentheanchorandtheaudienceenhancesconsumerparticipationandsenseofbelonging.Theauthenticityofproductdisplayhelpsconsumerstohaveamorecomprehensiveunderstandingoftheproductbyprovidingdetailedproductinformationandusageeffects.Thepromotionalactivitiesduringthelivebroadcastdirectlystimulateconsumers'desiretopurchase.消费者的心理和情感反应在直播电商中扮演着重要的角色。直播电商通过创造一种即时、互动的购物体验，使消费者更容易产生积极的情感反应。消费者在观看直播的过程中，会体验到乐趣、兴奋和满足感等情感，这些情感反应会进一步影响他们的购买决策。Thepsychologicalandemotionalreactionsofconsumersplayanimportantroleinlivestreaminge-commerce.Livestreaminge-commercecreatesaninstantandinteractiveshoppingexperience,makingiteasierforconsumerstogeneratepositiveemotionalresponses.Duringtheprocessofwatchinglivebroadcasts,consumerswillexperienceemotionssuchasfun,excitement,andsatisfaction,whichwillfurtheraffecttheirpurchasingdecisions.在SOR模型的框架下，我们发现消费者的心理和情感反应会进一步驱动他们的购买行为。当消费者在观看直播电商时产生积极的情感反应，他们更可能产生购买意愿，并最终转化为实际的购买行为。消费者的个人特质，如购物动机、价值观等也会对购买意愿产生影响。WithintheframeworkoftheSORmodel,wefoundthatconsumerpsychologicalandemotionalresponsesfurtherdrivetheirpurchasingbehavior.Whenconsumersgeneratepositiveemotionalreactionswhilewatchinglivestreaminge-commerce,theyaremorelikelytogeneratepurchasingintentionsandultimatelytranslateintoactualpurchasingbehavior.Consumerpersonaltraits,suchasshoppingmotivationandvalues,canalsohaveanimpactonpurchaseintention.直播电商中消费者购买意愿的影响因素是一个复杂而多元的系统。主播的专业性、互动性、产品展示的真实性以及直播过程中的优惠活动等因素通过刺激消费者的心理和情感反应，进而影响其购买意愿。这些发现为直播电商平台的运营者提供了有益的启示，即通过优化主播培训、提升直播互动性和产品展示真实性以及设计吸引人的优惠活动等方式，可以有效提升消费者的购买意愿。Theinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerceareacomplexanddiversesystem.Theprofessionalism,interactivity,authenticityofproductdisplays,andpromotionalactivitiesduringthelivebroadcastprocessoftheanchorstimulateconsumers'psychologicalandemotionalreactions,therebyinfluencingtheirpurchaseintention.Thesefindingsprovideusefulinsightsforoperatorsoflivestreaminge-commerceplatforms,thatis,byoptimizinganchortraining,enhancinglivestreaminginteractivityandproductdisplayauthenticity,anddesigningattractivepromotionalactivities,consumerscaneffectivelyincreasetheirwillingnesstopurchase.六、讨论Discussion本研究基于扎根理论和SOR模型，深入探讨了直播电商中消费者购买意愿的影响因素。通过实证分析，我们发现直播内容质量、主播影响力、社交互动和消费者需求感知对购买意愿有着显著影响。这一研究结果为直播电商的发展提供了理论支持和实践指导。ThisstudyisbasedongroundedtheoryandSORmodel,anddelvesintotheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Throughempiricalanalysis,wefoundthatthequalityoflivestreamingcontent,anchorinfluence,socialinteraction,andconsumerdemandperceptionhaveasignificantimpactonpurchaseintention.Thisresearchresultprovidestheoreticalsupportandpracticalguidanceforthedevelopmentoflivestreaminge-commerce.直播内容质量是影响消费者购买意愿的核心因素之一。高质量的直播内容能够吸引消费者的注意力，提升他们对产品的兴趣和了解，从而激发购买意愿。因此，直播电商应注重提高直播内容的创新性、实用性和趣味性，以满足消费者的信息需求和娱乐需求。Thequalityoflivestreamingcontentisoneofthecorefactorsaffectingconsumerpurchasingintention.Highqualitylivestreamingcontentcanattractconsumers'attention,enhancetheirinterestandunderstandingofproducts,andthusstimulatetheirwillingnesstopurchase.Therefore,livestreaminge-commerceshouldfocusonimprovingtheinnovation,practicality,andfunoflivestreamingcontenttomeettheinformationandentertainmentneedsofconsumers.主播影响力在直播电商中发挥着重要作用。主播的专业知识、人格魅力和口碑效应能够增强消费者对产品的信任感，提高购买意愿。因此，直播电商应重视主播的选拔和培养，提升主播的专业素养和影响力，以吸引更多消费者并促进销售。Theinfluenceofanchorsplaysanimportantroleinlivestreaminge-commerce.Theprofessionalknowledge,personalitycharm,andword-of-moutheffectoftheanchorcanenhanceconsumertrustintheproductandincreasepurchaseintention.Therefore,livestreaminge-commerceshouldattachimportancetotheselectionandcultivationofanchors,enhancetheirprofessionalcompetenceandinfluence,inordertoattractmoreconsumersandpromotesales.社交互动是直播电商的独特优势之一。通过弹幕、评论和点赞等互动方式，消费者能够与其他观众和主播进行实时交流，分享购物体验和心得。这种社交互动不仅增强了消费者的参与感和归属感，还有助于提高购买意愿。因此，直播电商应充分利用社交互动功能，为消费者创造一个积极、互动、有趣的购物环境。Socialinteractionisoneoftheuniqueadvantagesoflivestreaminge-commerce.Throughinteractivemethodssuchasbulletcomments,comments,andlikes,consumerscancommunicateinreal-timewithotherviewersandanchors,sharingtheirshoppingexperienceandinsights.Thissocialinteractionnotonlyenhancesconsumers'senseofparticipationandbelonging,butalsohelpstoincreasetheirwillingnesstopurchase.Therefore,livestreaminge-commerceshouldfullyutilizesocialinteractionfunctionstocreateapositive,interactive,andinterestingshoppingenvironmentforconsumers.消费者需求感知是影响购买意愿的关键因素。消费者对产品的需求感知越强，购买意愿越高。因此，直播电商应通过市场调研和数据分析等方式，深入了解消费者的需求和偏好，为消费者推荐符合其需求的产品，提高购买意愿和满意度。Consumerdemandperceptionisakeyfactoraffectingpurchaseintention.Thestrongertheconsumer'sperceptionofproductdemand,thehighertheirwillingnesstopurchase.Therefore,livestreaminge-commerceshoulddeeplyunderstandconsumerneedsandpreferencesthroughmarketresearchanddataanalysis,recommendproductsthatmeettheirneeds,andimprovepurchasewillingnessandsatisfaction.本研究揭示了直播电商中消费者购买意愿的影响因素的作用机制和路径。未来研究可以进一步拓展研究样本和范围，探究其他潜在影响因素及其作用机制；也可以关注不同消费群体之间的差异和共性，为直播电商的精准营销和个性化服务提供有力支持。随着直播电商行业的不断发展和创新，未来研究还可以关注新技术、新应用和新模式对消费者购买意愿的影响，为直播电商的可持续发展提供有益借鉴和启示。Thisstudyrevealsthemechanismandpathoftheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Futureresearchcanfurtherexpandtheresearchsampleandscope,exploreotherpotentialinfluencingfactorsandtheirmechanismsofaction;Wecanalsopayattentiontothedifferencesandcommonalitiesamongdifferentconsumergroups,providingstrongsupportforprecisemarketingandpersonalizedservicesinlivestreaminge-commerce.Withthecontinuousdevelopmentandinnovationofthelivestreaminge-commerceindustry,futureresearchcanalsofocusontheimpactofnewtechnologies,applications,andmodelsonconsumerpurchasingintentions,providingusefulreferenceandinspirationforthesustainabledevelopmentoflivestreaminge-commerce.七、结论与建议Conclusionandrecommendations本研究通过扎根理论与SOR模型的结合，深入探讨了直播电商中消费者购买意愿的影响因素。研究结果表明，直播电商的交互性、产品展示方式、主播的专业性和信誉度、优惠活动与促销策略、社交互动等因素对消费者的购买意愿产生显著影响。这些影响因素通过刺激消费者的感官、情感和认知反应，进一步影响他们的购买决策。ThisstudycombinesgroundedtheorywithSORmodeltoexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Theresearchresultsindicatethattheinteractivityoflivestreaminge-commerce,productdisplaymethods,theprofessionalismandcredibilityofanchors,promotionalactivitiesandstrategies,socialinteraction,andotherfactorshaveasignificantimpactonconsumerpurchaseintention.Theseinfluencingfactorsfurtherinfluenceconsumerpurchasingdecision