随着电子商务的快速发展，越来越多的电商企业开始采用短视频的方式销售产品和服务。电商短视频同时具有社交、娱乐及销售的属性，消费者的沉浸体验在其中起着至关重要的作用。本文以此为背景，分两部分探索了电商短视频的沉浸体验的前因后果。首先，本文提炼了沉浸体验的影响因素，并探讨其对沉浸体验的影响，然后本文验证了沉浸体验对消费者购买意愿的影响，及消费者品牌意识的调节作用。本文采用问卷调查法收集数据，对回收的274份有效样本进行实证检验。研究结论表明：自我表达、独处式体感、生活场域还原对电商短视频的沉浸体验有显著的正向影响，冲击力情境聚焦对沉浸体验的影响不显著；电商短视频的沉浸体验对购买意愿有显著的正向影响；品牌意识显著负向调节沉浸体验和购买意愿之间的正向影响，品牌意识越高，沉浸体验对购买意愿的影响越弱。

Based on the historical background of the transformation from traditional e-commerce to social short video e-commerce, this paper analyzes the development history and research value of short e-commerce video and immersive experience, and explores the causes and consequences of immersive experience of short e-commerce video in two parts. The first part is to compare the exclusive communication characteristics of short e-commerce video extracted by live streaming, propose the factors affecting immersive experience and verify its significance. The second part verifies the influence of e-commerce short video immersion experience on purchase intention, and introduces brand awareness as a moderating variable to supplement the model. In this paper, questionnaire survey method was adopted to collect data, and empirical test was conducted on 274 valid samples collected. The samples were all from data mart of data viewing platform. The results show that self-expression, solitary body sense and life field restoration have significant positive effects on the immersive experience of e-commerce short video, while impact situation focusing has no significant effect on the immersive experience. The immersive experience of e-commerce short video has a significant positive effect on purchase intention; Brand awareness significantly negatively moderates the positive relationship between immersion experience and purchase intention.

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