新质生产力背景下直播服务质量对消费者行为的影响机理与治理路径研究

Research on the Influence Mechanism and Governance Path of Live Streaming Service Quality on Consumer Behavior under the Background of New Quality Productive Forces

摘要: 新质生产力作为以技术创新为核心驱动力的新型生产力形态，正深刻重塑电子商务生态，尤其为直播电商服务质量的演进提供了全新范式。本文立足于电子商务与公共管理的交叉视角，采用理论分析方法，系统阐释了新质生产力内涵及其对直播电商服务质量的关键性重塑。研究剖析了直播服务质量的核心维度(商品可信性、服务响应性、主播专业性、跨文化性等)在新质生产力赋能下如何通过影响消费者感知价值与信任，进而作用于其购买意愿与行为决策的内在机理。分析发现，技术赋能提升了服务质量的精准性与体验感，但也伴生数字鸿沟、内容同质化、监管滞后等新挑战。最终，本文从公共管理视角，提出了旨在规范市场秩序、保护消费者权益、促进公平竞争的政策干预与治理路径，为构建健康可持续的直播电商新生态提供理论参考。

Abstract: New Quality Productive Forces, as a new form of productivity driven by technological innovation, are profoundly reshaping the e-commerce ecosystem, providing a new paradigm for the evolution of live streaming service quality. Based on the intersection of e-commerce and public management, this paper adopts a theoretical analysis method to systematically explain the connotation of New Quality Productive Forces and its key reshaping of live streaming e-commerce service quality. The research analyzes the internal mechanism of how the core dimensions of live streaming service quality (commodity credibility, service responsiveness, anchor professionalism, cross-culturality, etc.), empowered by New Quality Productive Forces, affect consumers’ perceived value and trust, and subsequently act on their purchase intention and behavioral decision-making. The analysis finds that technological empowerment enhances the precision and experience of service quality but is also accompanied by new challenges such as the digital divide, content homogenization, and regulatory lag. Finally, from the perspective of public management, this paper proposes policy interventions and governance paths aimed at standardizing market order, protecting consumer rights, and promoting fair competition, providing a theoretical reference for building a healthy and sustainable new ecosystem for live e-commerce.