电商直播消费者购买意愿研究热点与趋势分析

——基于CiteSpace的可视化分析

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中图分类号：F323.7：F724.6 文献标识码：A 文章编号：1004-0714（2025）10-0098-06

Research Hotspots and Trend Analysis of Consumers'Purchase Intention in E-Commerce Live Streaming

AVisualizationAnalysisBasedonCiteSpace

PANMangmang （ZhejiangIndustry&TradeVocationalCollege，325ooo，Wenzhou，Zhejiang，China）

Abstract：This studyemploys CiteSpace software to conduct abibliometricanalysis of 402 core journal papers onconsumers’purchaseintentionine-commercelive streaming，published between January1，2019，and October30，2024.Theresultsindicatethatthemainresearchhotspotsconcentrateonexploringtheimpactof e-commerce live streaming on purchase intention from various perspectives，such as streamer characteristics，scene features，product attributes，and consumers'psychological factors.Inaddition，topicsincluding psychologicalcontract，agricultural productlive streaming，mediatingeffect，and productinvolvement have become the focus ofacademicians'research，and these areasrepresent thefrontier of this researchdirection.Based onanin-depthanalysis of existingliterature，this study suggests that futureresearch on consumers'purchaseintentionine-commercelivestreaming shouldfurther strengthenthemulti-partycollaborativeresearch mechanism，refine various types of research fieldsin depth，and enrich research methods.

KeyWords：E-Commerce Live Streaming;Purchase Intention;Trend Analysis;Visualization Analysis

一、引言

随着短视频等新兴媒体的迅猛发展，电商直播已成为各行业新型的营销手段和商业模式。（剩余10328字）