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While live commerce provides consumers with a new shopping experience, it also leads them to experience shopping failures and to develop a self-protection mechanism to prevent wrong purchases. To address this issue, merchants have attempted to explore new marketing methods for live commerce, giving rise to an offense and defense game between streamers and consumers. In this study, we sought to confirm the effectiveness of consumer protection mechanisms and the impact of streamers’ information overload marketing strategy in live commerce. Accordingly, we constructed a hypothetical model based on protection motive theory and information overload theory. In addition, we analyzed the data from the simulated live streaming marketing on seven hundred people through partial least squares structural equation modeling. The results indicate that product utilitarian value uncertainty, consumers’ experiential efficacy, and response costs, which are the main factors in the formation of consumer protection mechanisms, influence consumers’ intention to stop their purchases. Streamers can circumvent consumer self-protection mechanisms through information overload marketing by reducing utilitarian value uncertainty and consumers’ experiential efficacy and increasing consumers’ response costs. However, consumers would be able to rebuild their self-protection mechanism through consumer resilience, which moderates the effects of information overload. This study’s results provide important theoretical perspectives and new ideas for formulating marketing strategies for live commerce.

直播电商（live commerce）在为消费者带来全新购物体验的同时，也使其遭遇购物失败，并催生了用于防范错误购买的自我保护机制。为解决这一问题，商家尝试探索直播电商新型营销手段，由此引发主播与消费者之间的攻防博弈。本研究旨在验证消费者保护机制的有效性，以及主播信息过载营销战略在直播电商中的影响。据此，我们基于保护动机理论（protection motive theory）与信息过载理论（information overload theory）构建了假设模型。此外，我们通过偏最小二乘结构方程模型（partial least squares structural equation modeling）分析了针对700名受试者开展的模拟直播营销实验数据。研究结果显示，构成消费者保护机制形成核心要素的产品实用价值不确定性、消费者体验效能与响应成本，均会对消费者的停购意向产生显著影响。主播可借助信息过载营销，通过降低产品实用价值不确定性、削弱消费者体验效能并提升消费者响应成本，来规避消费者的自我保护机制。但消费者可通过消费者韧性（consumer resilience）重建自我保护机制，而消费者韧性可对信息过载的影响发挥调节作用。本研究结论可为直播电商营销战略的制定提供重要理论视角与创新思路。