直播电商的沉浸传播机制及其对消费者感知信任的影响

The Immersive Communication Mechanism of Live E-Commerce and Its Impact on Consumers’ Perceived Trust

摘要: 本研究聚焦于直播电商的沉浸传播机制及其对消费者感知信任的影响。基于传播学中的沉浸理论与叙事共情理论，以东方甄选与李佳琦直播间为典型案例，采用文献研究与个案分析相结合的方法，探讨了直播电商中“技术在场–情感共鸣–信任生成”的传播路径。研究发现，直播电商通过多模态内容呈现、情感化互动与场景化叙事，构建出高度沉浸的传播场域，显著增强了消费者的感知信任。其中，东方甄选以“知识赋能”与“文化认同”为核心，形成理性共情型信任；李佳琦则以“情绪感染”与“人格魅力”为特征，构建情感驱动型信任。研究进一步提出，沉浸传播在提升商业效率的同时，也带来情感操控与信任异化等伦理风险。本文从品牌、平台与用户三方面提出传播优化建议，为直播电商的健康发展提供理论支持与实践参考。

Abstract: This research focuses on the immersive communication mechanism of live e-commerce and its impact on consumers’ perceived trust. Based on the immersion theory and narrative empathy theory in communication studies, and taking the live streams of “Dongfang Zhenxuan” and “Li Jiaqi” as typical cases, this paper adopts a combination of literature review and case analysis to explore the communication path of “technical presence-emotional resonance-trust generation” in live e-commerce. The study finds that live e-commerce constructs a highly immersive communication field through multimodal content presentation, emotional interaction, and contextualized narration, which significantly enhances consumers’ perceived trust. Among them, “Dongfang Zhenxuan” builds rational empathy-based trust through “knowledge empowerment” and “cultural identity,” while “Li Jiaqi” establishes emotion-driven trust through “emotional contagion” and “personality charm.” The study further points out that while immersive communication enhances commercial efficiency, it also brings ethical risks such as emotional manipulation and trust alienation. This paper proposes communication optimization suggestions from the perspectives of brands, platforms, and users, providing theoretical support and practical references for the healthy development of live e-commerce.