从“制造亲密”到“算法信任”：电商直播中消费者信任机制的演进与重构

From “Manufacturing Intimacy” to “Algorithmic Trust”: The Evolution and Reconstruction of Consumer Trust Mechanisms in E-Commerce Live Streaming

摘要: 本文探讨了电商直播中消费者信任机制的演变路径，分析了从依赖主播个人魅力的“制造亲密”模式，逐渐转向以技术驱动的“算法信任”模式的过程。本研究认为，随着AI虚拟主播、区块链溯源、沉浸式体验等技术的广泛应用，电商直播行业或许正经历着一场深刻的行业变革。本文结合学界多位优秀学人的研究成果，并运用相关理论的研究，探讨了这一转变对消费者行为、平台运营及消费者信任构建机制的影响，并提出了未来研究的方向。

Abstract: This article explores the evolution of consumer trust mechanisms in e-commerce livestreaming, analyzing the shift from a “manufacturing intimacy” model reliant on the personal charisma of live-streamers to a technology-driven “algorithmic trust” model. This study argues that with the widespread adoption of technologies such as AI virtual livestreamers, blockchain traceability, and immersive experiences, the e-commerce livestreaming industry may be undergoing a profound transformation. This article combines the research results of many outstanding scholars in the academic community and uses relevant theoretical research to explore the impact of this transformation on consumer behavior, platform operations and consumer trust building mechanisms, and proposes directions for future research.