短视频电商的消费动员机制研究
Research on the Consumption Mobilization Mechanism of Short Video E-Commerce

在数字媒体繁荣的今天，电商直播已经成为了一种火热的营销策略，并且逐渐影响消费者的购买意愿。本研究通过对主流短视频电商平台的观察，揭示短视频电商通过“算法情感化”与“情感算法化”的双向建构重塑电子商务交易逻辑。研究发现：直播间运用压力情境模拟策略制造决策紧迫感，显著缩短消费者决策时间。同时平台将用户生成内容中的情感要素转化为算法优化资源，形成自我强化的闭环系统，最终催生大规模非理性消费行为。这种技术逻辑与情感动员的深度耦合，标志着电子商务从需求响应型向欲望制造型的范式转变。
In the era of digital media prosperity, live-streaming e-commerce has emerged as a fervent marketing strategy, progressively influencing consumers’ purchase intentions. Through observations of mainstream short video e-commerce platforms, this study reveals how short video e-commerce reconstructs the transactional logic of electronic commerce through the bidirectional construction of “algorithmic emotionalization” and “emotional algorithmization”. The research findings indicate that livestream rooms employ pressure scenario simulation strategies to create decision-making urgency, significantly shortening consumer deliberation time. Simultaneously, platforms convert emotional elements from user-generated content into algorithm optimization resources, forming a self-reinforcing closed-loop system that ultimately catalyzes large-scale irrational consumption behaviors. This deep integration of technological logic and emotional mobilization signifies a paradigm shift in e-commerce from demand-responsive to desire-manufacturing models.