知识、身体与亲密关系：美妆直播电商中数字信任建构的机制研究

Knowledge, Body and Intimate Relationships: A Study on the Mechanism of Digital Trust Construction in Beauty Live E-Commerce

摘要: 在美妆行业呈现线上主导的消费格局下，直播电商成为销售渠道的核心，但却面临着产品效果感知模糊及不确定性带来的信任挑战。本文以抖音、小红书平台的美妆直播场景为研究田野，用数字民族志的方法，探索主播如何构建高强度的数字信任。研究发现，信任通过三重机制实现共振：主播可以凭借专业知识和授课建立专业权威，通过即时试用和细节呈现保证体验的真实性，借助亲密互动和情感联结培养社交关系。这一机制将专家系统、身体媒体和情感劳动融为一体，形成了一种新型的数字信任模式。加深了对网络社会关系的认识，为平台实践提供了理论上的启迪。

Abstract: Under the consumption pattern dominated by online in the beauty industry, live-streaming e-commerce has become the core of sales channels, but it is facing trust challenges brought about by the ambiguous and uncertain perception of product effects. This paper takes the beauty live-streaming scenarios on Douyin and Xiaohongshu platforms as the research field and uses the method of digital ethnography to explore how live-streamers can build high-intensity digital trust. Research has found that trust resonates through three mechanisms: streamers can establish professional authority through their expertise and teaching, ensure the authenticity of the experience through immediate trials and detailed presentation, and cultivate social relationships through intimate interaction and emotional connection. This mechanism integrates expert systems, physical media and emotional labor, forming a new type of digital trust model. It has deepened the understanding of social relationships in the network and provided theoretical enlightenment for the practice of the platform.