直播电商的兴起不仅给消费者提供了全新的购物方式，而且也为企业带来了新的品牌宣传渠道，越来越多的企业开始思考该如何借助直播电商的特点促进品牌传播。通过引入心里距离和消费者涉入两个中介变量，构建直播电商可供性对品牌传播影响的理论模型，并收集860份有效问卷，使用结构方程模型等方法进行实证分析。研究发现，直播电商产品信息可供性对品牌传播具有显著正向影响；心理距离、消费者涉入在直播电商可供性与品牌传播间的简单中介效应显著；心理距离、消费者涉入在直播电商可供性与品牌传播间起到链式中介作用。为此，企业应通过优化直播产品信息、打造友好氛围和丰富直播环节等手段拉近与消费者的心理距离，提高涉入水平来促进品牌传播的运营管理。

The rise of live streaming e-commerce not only provides consumers with new shopping methods, but also brings new brand promotion channels to enterprises. More and more enterprises are starting to think about how to use the characteristics of live streaming e-commerce to promote brand communication. A theoretical model of the impact of live streaming e-commerce affordance on brand communication was analyzed and constructed by introducing two mediating variables: psychological distance and consumer involvement. Then 860 valid questionnaires were collected and empirical analysis was conducted using methods such as structural equation modeling. Research has found that the availability of information on live streaming e-commerce products has a significant positive impact on brand communication; the simple mediating effect of psychological distance and consumer involvement between the availability of live streaming e-commerce and brand communication is significant; psychological distance and consumer involvement play chain mediated effect between the availability of live streaming e-commerce and brand communication. Based on research findings, it is proposed that enterprises should narrow the psychological distance with consumers and improve their level of involvement to promote brand communication through optimizing live streaming product information, creating a friendly atmosphere, and enriching live streaming links.