摘要

在数字经济与实体经济深度融合的战略背景下,全域兴趣电商直播营销正经历从"流量驱动"向"认知嵌入"的范式转型.在这种转型过程中,深度理解直播营销中消费者购买意愿的形成机制至关重要.而传统SOR模型存在对认知嵌入新范式解释力不足、多维特质耦合作用缺乏整合等局限,需要构建融实惠性、信任性、互动性及吸引性四维特质刺激变量于一体的新模型来验证.经 SEM 结构方程模型验证发现:四维刺激通过"兴趣激发→价值感知"的双中介链形成了购买意愿的认知嵌入机制;社会分层显著影响消费实践,性别、年龄、收入等差异导致消费决策分化;信任性、互动性及吸引性特质对消费兴趣激发、感知价值和购买意愿存在显著影响,且具有文化嵌入性.因此,要想突破直播电商认知转化瓶颈、推动直播电商行业健康发展,需要基于社会结构对用户进行分层运营;通过构建信任生产机制,深化与社会资本互动;通过互动仪式再造,实现从机械认同到文化认同;通过文化嵌入推动消费符号价值重构.; Under the strategic background of deep integration of the digital economy and the real economy,omnichannel inter-est e-commerce live streaming marketing is undergoing a paradigm shift from"traffic-driven"to"cognitive embedding."In this transition process,it is crucial to understand the formation mechanism of consumers'purchase intentions in live streaming marketing.The traditional SOR model has limitations,such as insufficient explanatory power for the new paradigm of cognitive embedding and a lack of integration of the coupling effects of multidimensional characteristics.Therefore,a new model needs to be constructed,incorporating four-dimensional stimulus variables—affordability,trustworthiness,interactivity,and attractiveness.The verification through SEM structural equation model reveals that:the four-dimensional stimuli form the cognitive embed-ding mechanism of consumers'purchase intention through a dual mediation chain of"interest stimulation to perceived value";social stratification significantly affects consumption practices,and differences in gender,age,and income lead to differentiated consumption decisions;trustworthiness,interactivity,and attractiveness significantly influence consumer interest stimulation,perceived value,and purchase intention,with cultural embeddedness.Therefore,to break through the cognitive conversion bot-tleneck in live e-commerce and promote the healthy development of the live e-commerce industry,it is necessary to carry out user segmentation based on social structure;deepen interaction with social capital by constructing a trust production mechanism;reconstruct interactive rituals to shift from mechanical identification to cultural identification embedding;and promote the recon-struction of the symbolic value of consumption through culture.

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