情感联结驱动信任：直播电商中内容营销对消费者信任的构建机制研究

Emotional Connection-Driven Trust: A Study on the Construction Mechanism of Consumer Trust in E-Commerce Live-Streaming through Content Marketing

摘要: 随着直播电商的兴起，消费者信任成为交易转化的关键变量。本文以“情感联结驱动信任”为视角，系统梳理情感营销理论的演进，提出“情感–技术–制度”三元信任构建框架。研究发现，主播的人格魅力、技术工具的透明性与制度保障的完备性三者协同作用，共同促成直播场域中的信任生成。通过对典型案例的实证分析，本文揭示了共情连接、专业认同与道德共鸣在信任建构中的核心机制，并提出直播电商信任治理的系统路径与政策建议。研究对情感营销理论的本土化应用与直播经济的规范发展具有重要启示意义。

Abstract: With the rapid rise of livestream e-commerce, consumer trust has become a key factor in driving transaction conversions. This study investigates the mechanisms by which content marketing builds trust through emotional bonding. Drawing on a three-dimensional framework encompassing emotional, technological, and institutional factors, the paper analyzes how livestreamers’ authenticity, tech-enabled transparency, and systemic safeguards interact to construct trust. Empirical cases from 2025 demonstrate the significance of empathetic narratives, professional credibility, and moral resonance in trust formation. The study further proposes governance strategies addressing trust crises and offers theoretical and practical insights for enhancing emotional marketing and the sustainable development of livestream commerce.