目前,直播电商行业正呈现快速发展之势,在电商直播间中,消费者可以与主播以及其他观众互动,获取丰富的产品信息,然而,面对纷繁芜杂的信息洪流,冲动消费并在事后后悔的现象屡见不鲜。本研究选取在校大学生群体作为研究对象,从行为经济学的视角出发,通过文献分析、问卷调查、搜集数据、建立模型定量分析的方法展开研究。发现消费者在进行消费决策时普遍受到心理参照、信任博弈和羊群效应这三种消费心理的影响,这些消费心理可能导致消费者冲动消费。女性消费者在直播间存在由感性主导消费决策的倾向,直播电商对消费者心理预期的塑造具有累积效应,购物经历显著影响消费决策模式。本文据此提出一些建议,以期帮助消费者减少冲动消费。At present, the live streaming e-commerce industry is showing a rapid development trend. In e-commerce live streaming rooms, consumers can interact with anchors and other viewers to obtain rich product information. However, in the face of the complex flow of information, impulsive consumption and regret after the fact are not uncommon. This study selects the group of college students as the research object, and from the perspective of behavioral economics, conducts research through literature analysis, questionnaire survey to collect data, and establishing models for quantitative analysis. It has been found that consumers are generally influenced by three types of consumption psychology: psychological reference, trust game, and herd effect when making consumption decisions, which may lead to impulsive consumption. Female consumers tend to be dominated by emotions in live streaming rooms, and live streaming e-commerce has a cumulative effect on shaping consumer psychological expectations. Shopping experiences significantly affect consumption decision-making patterns. This article proposes some suggestions based on this, in order to help consumers reduce impulsive co
