数智时代视域下直播电商的现有不足与未来发展

The Existing Shortcomings and Future Development of Live Streaming E-Commerce from the Perspective of the Age of Digital Intelligence

摘要: 近两年随着生成式人工智能技术的发展，AI技术将深度嵌入人类生活的各方面已成不争的事实，人工智能在电子商务的未来发展中将成为核心驱动力。既有研究表明，我国直播电商市场规模仍有继续扩大之势，所以研究人工智能技术赋能下的直播电商具有一定的现实意义。本文在数智时代视域下以网络民族志的研究方法展开研究，从直播电商行业发展现状出发，思考了数智时代下直播电商行业营销策略同质化、主播过度夸赞利诱消费和平台算法操控消费等不足之处。建议在数智时代的直播电商提前布局，利用AIGC赋能电商平台促成直播电商的生态级变局，催生多种技术应用场景，赋予直播电商更多的价值意义。同时更加值得注重的是在虚拟化、智能化的技术应用场景中应该始终坚持人在直播电商中的主体地位。

Abstract: In the past two years, with the development of generative artificial intelligence technology, it has become an indisputable fact that AI technology will be deeply embedded in all aspects of human life, and artificial intelligence will become the core driving force in the future development of e-commerce. Existing studies have shown that the market scale of live streaming e-commerce in China is still expanding, so the study of live streaming e-commerce enabled by artificial intelligence technology has certain practical significance. From the perspective of the digital intelligence era, this paper conducts research using the research method of network ethnography. Starting from the development status of the live streaming e-commerce industry, this paper considers the shortcomings of the homogenization of marketing strategies in the live streaming e-commerce industry in the digital intelligence era, such as the excessive praise of anchors for profit inducement.