電商直播是一種通過互聯網平臺結合即時直播技術和電子商務的方式，並由主播在直播過程中展示、推薦和銷售商品，並通過與觀眾的互動達到促進銷售和提升購物體驗的目的。如今，電商直播已成為一種日益流行和重要的銷售管道，對於許多品牌和商家來說，通過電商直播他們可以更加直觀地展示和推銷自己的產品，吸引更多的目標消費者，並即時與他們進行互動。當前，電商直播的高普及率也引起了學者的廣泛關注。通過閱讀、整理和總結電商直播領域的研究成果發現，現在的有關電商直播情境下消費者購買行為的研究存在以下不足：第一，現有的研究很少從電商主播和直播間觀眾兩個人際互動角度探討消費者購買行為的影響機制；第二，現有的研究較少深入分析電商直播社會臨場感的細分維度，以及其對消費者購買行為的影響機制。因此，本研究設計了四個子研究，旨在為該領域的相關研究進行補充。

首先，子研究一和子研究二分別基於直播間的客觀事實資料，選取特徵變數，構建相應的計量模型，探討直播間主播社會臨場感和共在觀眾臨場感對消費者購買行為的影響，驗證發現直播間觀眾參與度、觀眾喜愛度、主播行銷互動和社交互動均對直播間成交訂單量有顯著影響，有必要對主播社會臨場感和共在觀眾社會臨場感的影響因素進行進一步提取和劃分。其次，在子研究三中，本文聚焦于消費者關注的核心問題，並邀請典型消費者進行訪談，通過紮根理論方法，構建電商直播社會臨場感對消費者購買行為的影響機理。最後，在子研究四中，本研究通過收集382份有電商直播購買經驗的消費者的問卷資料，對影響機制進行假設核對總和路徑分析。研究結果表明，感知愉悅是影響消費者購買行為產生的關鍵因素；觀眾活躍度和主播專業性、魅力性、互動性對消費者的感知愉悅會產生顯著正向影響，而主播知名度對消費者感知愉悅的影響不顯著；感知愉悅對消費者的感知價值也有正向的影響。另外，在95%的置信水準下，感知愉悅被證明在共在觀眾社會臨場感、主播社會臨場感對消費者購買行為的影響中起到顯著的仲介作用。

本文的研究結果具有重大的研究啟示，既豐富了對電商直播消費者購買行為研究領域的理解，拓展了社會臨場感理論，雙系統理論在電商直播情境中的應用，又為電商直播商家和主播提升直播間觀眾購買行為提供了實踐指導。

E-commerce live streaming is an online marketing activity that combines real-time live streaming technology and e-commerce on internet platforms. During the live streaming process, the host showcases, recommends, and sells products, aiming to promote sales and enhance the shopping experience through interactive engagement with the audience. Nowadays, e-commerce live streaming has become a popular and important sales channel. For many brands and merchants, e-commerce live streaming allows them to visually showcase and promote their products, attract more target consumers, and engage with them in real-time. The widespread prevalence of e-commerce live streaming has also garnered attention from scholars.

This study reviews and summarizes the research in the field of e-commerce live streaming and identifies the following research gaps regarding consumer purchasing behavior in this context: Firstly, existing research rarely explores the impact of live streaming hosts and viewers on consumer purchasing behavior from the perspective of interpersonal interaction in e-commerce live streaming. Secondly, existing research lacks in-depth analysis of the sub-dimensions of social presence in e-commerce live streaming and the mechanisms through which it affects consumer purchasing behavior. Therefore, this study aims to address these gaps by conducting four sub-studies to complement existing research in the field.

Firstly, Sub-study one and Sub-study two are based on objective factual data from live-streaming rooms. They select feature variables and construct corresponding econometric models to investigate the impact of the social presence of live-streaming anchors and the social presence of co-present viewers on consumer purchasing behavior. The findings confirm that audience participation, audience preference, anchor marketing interaction, and social interaction all significantly influence the volume of transactions in live-streaming rooms. Therefore, it is necessary to further extract and delineate the factors that affect the social presence of anchors and co-present viewers.

Sub-study three focuses on the core issues of consumer concerns and conducts interviews with typical consumers. Through grounded theory, the study constructs a mechanism for the impact of social presence in e-commerce live streaming on consumer purchasing behavior.

Finally, in sub-study four, this research collects questionnaire data from 382 consumers with e-commerce live streaming purchasing experience to test the proposed hypotheses and conduct path analysis on the proposed mechanism. The research results indicate that perceive pleasure and perceive value is a key factor influencing consumer purchasing behavior. Audience engagement, host’s professionalism, attractiveness, and interactivity have a significant positive impact on consumer pleasure, while the host’s popularity does not significantly impact consumer pleasure. Audience perceive pleasure has positive impact on perceive value. And it is also shown to play a significant mediating role in the impact of perceived social presence of co-viewers and the host’s social presence on consumer purchasing behavior, with a confidence level of 95%.

The findings of this study have significant research implications, enriching the understanding of consumer purchasing behavior in the context of e-commerce live streaming and expanding the social presence theory and the application of the dual-system theory in this context. Moreover, it provides practical guidance for e-commerce live streaming businesses and hosts on enhancing consumer purchasing behavior in live streaming rooms.