直播电商模式下的信任转移机制：政策保障、文化距离与消费者经验

Trust Transfer Mechanism in the Live E-Commerce Model: Policy Guarantee, Cultural Distance and Consumer Experience

摘要: 在数字经济和全球化深度融合背景下，跨境电商已成为国际贸易重要增长极，但信任缺失始终是制约其发展的核心瓶颈。本文基于信任理论、交易成本理论与消费者行为理论，从政策保障、文化距离与消费者经验三个维度，系统分析跨境电商信任建立的内在机制。研究表明：政策保障作为“基础框架”，通过正式与非正式政策降低跨境交易风险；文化距离作为“调节变量”，其负面影响可通过本地化运营与政策完善缓解；消费者经验作为“微观载体”，通过初次体验、重复体验与经验传递构建起互动互补的信任生态体系。据此，本文从政府、企业与平台层面提出优化路径，为构建跨境电商信任体系提供理论参考与实践指引。

Abstract: Against the backdrop of the deep integration of the digital economy and globalization, cross-border e-commerce has become a significant growth driver in international trade. However, the lack of trust remains a core bottleneck constraining its development. Based on trust theory, transaction cost theory, and consumer behavior theory, this paper systematically analyzes the internal mechanisms of trust building in cross-border e-commerce from three dimensions: institutional guarantees, cultural distance, and consumer experience. The study finds that policy guarantee serve as the “foundational framework,” reducing cross-border transaction risks through formal and informal institutions; cultural distance acts as a “moderating variable,” whose negative impact can be mitigated through localized operations and institutional improvements; and consumer experience functions as a “micro-level carrier,” constructing an interactive and complementary trust ecosystem through initial experiences, repeated experiences, and the transmission of experiences. Accordingly, this paper proposes optimization pathways from the perspectives of governments, enterprises, and platforms, providing theoretical references and practical guidance for building a trust system in cross-border e-commerce.