直播电商近几年的发展有目共睹，且直播电商在现阶段的优势也是显而易见的。相比传统电商平台，直播电商提供了真实性更强、更为直接的商品展示途径，使得主播-消费者、消费者-消费者的实时互动交流成为可能。在用户流量红利几近见顶的当下，如何发掘“银发人群”的消费潜力，更直接地激发消费者的购买欲望，加速实现个体从“消遣”到“消费”的转变，已成为平台和商家最为关心的问题。
本研究旨在了解中老年人的直播购物现状，通过被试自评的方式考察情境因素在直播购物情境下对中老年人购买意愿的影响，并通过实验室实验探究主播情绪唤醒度和商品属性效价对中老年人直播购物意愿的作用。
研究一采用问卷调查的方法，从多个角度考察中老年人的直播购物现状。结果发现，中老年人大多通过身边的朋友或亲人了解并开始接触网络直播购物功能，老年消费者常用的直播电商平台也相对集中，主要为拼多多、京东、淘宝、抖音等手机应用。对不同购买频率的商品品类的调查发现，中老年人在直播电商平台购买频率较高的商品主要集中在服装、日用百货、零食以及含小家电在内的厨卫家电类商品中；“没有相应的需求”或“在直播间购买此类商品的风险较高”是中老年人选择不消费的最主要原因。
此外，研究一对中老年人直播购物影响因素的分析发现，被试自评的直播购物意愿的影响因素是多样且复杂的，主要包括主播相关特性、商品相关特性和直播间相关特性三大类；其中被试自评商品相关特性的影响力最大，主播相关特性次之，整体表现为相对理性的消费者形象。但中老年人在实际的直播购物情境下会更易受到商品相关属性的影响，还是受主播相关因素影响更大，仍需进一步探究。
研究二采用实验室实验，模拟实际生活中的直播购物情境，采用2（主播情绪唤醒度：高唤醒，低唤醒）×3（商品属性效价：积极属性组，混合属性组，积极对照组）的被试间实验设计，考察主播相关因素（主播情绪唤醒度）与商品相关因素（商品属性效价）对中老年人直播购物意愿的影响。结果发现，主播的高情绪唤醒度会引发中老年人的更高的直播购物意愿，而商品属性效价对中老年人的购物意愿没有影响。主播情绪唤醒度与商品属性效价也未产生交互作用。后续中介效应分析发现，主播情绪唤醒度能够通过激发被试自身情绪唤醒和增强被试感知信任的方式影响其直播购物意愿。
综上，中老年人在直播购物情境下的购买意愿会受到多重因素的影响，虽然中老年人自陈其购买意愿受商品相关特性影响最大，但在实际购买情景中，中老年人的购买意愿受主播情绪唤醒度的影响更大，建议中老年人在直播购物时要警惕情绪唤醒可能引起的冲动消费，更多关注商品属性内容，以达到理性消费的目的。

The livestreaming e-commerce has grown by leaps and bounds in recent years because of its unique advantages. On the traditional e-commerce platform, consumers can only get the information of products through pictures and text, while the livestreaming e-commerce platform provides a more realistic and direct way to display products, and also makes it possible to interact with anchor-consumer and consumer-consumer in real time. Therefore, how to explore the consumption potential of older consumers has become one of the most important issue for merchants now.
The purpose of this study is to investigate (1) the current status of older people's online shopping and the influencing factors, especially external factors of their willingness to purchase the products on livestreaming e-commerce platform, and (2) how anchor's emotional arousal and the valence of product attributes influence consumers’ purchase intention. Two studies have been conducted.
Study 1 investigated the current status of livestreaming e-commerce and different kinds of influencing factors of older consumers by a questionnaire-based survey. The results showed that older adults usually started using livestreaming e-commerce platforms such as Taobao because of the introduction of their family members and close friends. The purchase frequency of different kinds of products was also investigated, clothing, daily necessities, snacks and kitchen stuff were found to be the most frequently purchased products. No purchasing needs and excessive purchasing risk were the most common reasons for not buying on livestreaming e-commerce platform.
As for the influencing factors of older consumers' willingness to buy, diverse influencing factors were found, including anchor-related characteristics, commodity-related characteristics, and livestreaming platform-related characteristics, among which participants rated commodity-related characteristics as the most influential factor, and anchor-related characteristics ranked close behind. However, under the real live-streaming shopping situation, whether the elderly would be affected stronger by product-related attributes like results mentioned above, or they would be affected stronger by anchor-related factors still needed to be further explored.
Study 2 examined the effects of anchors' emotional arousal and the valence of product attributes on older consumers' willingness to purchase online through simulated livestreaming e-commerce context. The results found that: (1) the emotional arousal of the anchor had a positive impact on older people’ purchase intention of livestreaming e-commerce; (2) the emotional arousal of the anchor triggered emotional arousal in consumers; (3) the valence of product attributes only affected the results of participants' recall, not their purchase intention, emotional arousal, perceived trust or perceived risk; (4) online shoppers’ emotional arousal and perceived trust mediated the relationship between anchor's arousal emotion and online shoppers' purchase intention.
In conclusion, the purchase intention of the elderly in the livestreaming e-commerce platform is affected by diverse factors, and the influence of subjective factors such as anchor's emotional arousal, is stronger than objective factors such as commodity attributes for older consumers, which indicating that older consumers should pay more attention to products, and be alert to impulsive consumption under livestreaming e-commerce situation.