近几年，直播带货作为新的消费渠道形式迅猛发展，其对消费者行为的影响逐渐得到研究者关注。然而，随着直播带货的发展，直播带货方式越来越多元化，然而多元化的直播带货方式如何影响消费者行为与决策？本研究基于刺激-有机体-反应理论模型，探索不同直播带货方式对顾客忠诚度的关系，以及互动性的影响机制。研究通过两个情境模拟的行为实验验证了该模型。首先，分别修订互动性量表和顾客忠诚度量表（预研究A和预研究B），作为情境实验的测量指标。在编制了不同直播带货方式的实验材料的基础上（预研究C），研究1通过行为实验验证了直播带货的视觉元素对顾客忠诚度的影响（研究1a），并发现感知到更高互动性直播带货方式的消费者抱有更强烈的顾客忠诚度（研究1b），验证了感知到互动性在直播带货方式与顾客忠诚度之间起中介作用。实验2对比了直播的语言表述方式对顾客忠诚度的影响。研究发现，直播带货情境的语言表达方式与内容影响消费者对互动性的感知，并影响顾客忠诚度（研究2a）。同时，互动性的中介模型再次得到验证（研究2b）。这表明，在直播带货中，采用更高级互动水平的直播带货方式能让消费者抱有更强烈的顾客忠诚度，因为他们在观看并对比不同直播带货方式时感受到了更高的互动性。本研究建构了直播带货方式、互动性对顾客忠诚度的中介模型。该模型验证了消费者面对不同直播带货方式时，不论是感知系统（视觉元素）还是高阶认知（语言表达），均因感知到互动性而产生更强的顾客忠诚度。本研究发现在直播带货中，弹幕是一个对互动性以及顾客忠诚度具有显著影响的视觉元素。此外，我们还发现更具备协助要素的语言表达方式令消费者感知到更强烈的互动性和顾客忠诚度。实践上，本研究对于直播带货的主播和商家如何通过互动留住消费者具有重要的启示，对于管理者如何发展流量经济，引导商家与消费者建构积极的关系具有一定的指导意义。

In recent years, livestream retail has grown rapidly as a new e-commerce channel. Its impact on consumer behaviour has gradually come to the attention of researchers. However, livestream retail tactics have become more and more diversified as livestream retail developed. With this comes a question: how do diversified livestream retail tactics influence consumer behaviour and decision? Based on the stimulus-organism-response model, the current research investigated the relationship between differential livestream retail tactics and customer loyalty, as well as the role of perceived interactivity in this relationship. The current research validated the proposed model through two behavioral studies that simulate relevant scenarios. Firstly, we revised a perceived interactivity scale and a customer loyalty scale separately (pilot study A and pilot study B). Based on the development of experimental materials (pilot study C), study 1 used video materials that reflect differential livestream retail tactics to conduct behavioral experiments that investigated the effects of visual elements on customer loyalty (study 1a), and found that more interactive livestream retail tactics yield higher customer loyalty amongst consumers (study 1b). This verified perceived interactivity as a mediator in the relationship between livestream retail tactics and customer loyalty. Study 2 compared the effects of different types of verbal communications on customer loyalty. We found that under a livestream retail context, verbal communications and content influence consumers’ perceived interactivity and customer loyalty (study 2a). Furthermore, the role of perceived interactivity as a partial mediator in the proposed model was verified again (study 2b). These findings indicate that livestream broadcasts that employ more interactive livestream retail tactics can stimulate higher levels of customer loyalty amongst consumers, as they yield higher levels of perceived interactivity when viewing and contrasting different livestream retail tactics.The current research constructed a mediation model that depicts the effects of livestream retail tactics on customer loyalty through perceived interactivity. This model verifies that when consumers are faced with differential livestream retail tactics, they would yield higher levels of customer loyalty due to sensing higher levels of interactivity. This phenomenon occurs when the difference in livestream retail tactics is noticed by the consumers’ sensory perceptual system (visual elements) and higher-order perceptions (verbal communications). The current research found that the bullet screen is a visual element that has a significant impact on consumers’ perceived interactivity and customer loyalty in livestream retail. Additionally, we found that verbal communication that incorporates personalised assistance yields higher levels of perceived interactivity and customer loyalty amongst consumers. In practice, the current research has great significance for broadcasters and marketers using livestream retail as it provides insights for retaining consumers through interaction. It also brings guidance for marketers in advancing flux economy by building positive relationships between marketers and consumers.