社交媒体与直播电商对新兴艺术品市场的重塑——基于SOR模型与生态系统视角的分析

The Reshaping of the Emerging Art Market by Social Media and Live-Streaming E-Commerce—An Analysis Based on the SOR Model and Ecosystem Perspective

摘要: 数字技术驱动下，艺术品市场的交易模式与消费生态正在重构。本文基于SOR理论框架，分析社交媒体与直播电商通过场景构建、情感连接、社群驱动与信任重塑四重机制，如何降低消费者认知门槛并激发购买意愿。研究将传统的“艺术家–消费者”二元视角，扩展为涵盖“平台–传统机构”的四方生态系统，揭示平台算法的规制作用与传统机构的适应性变革。研究发现，该模式不仅推动交易线上化，更催生以兴趣为核心的“艺术新消费”，加速艺术市场大众化进程。同时，本文批判性指出艺术价值稀释、算法信息茧房与投机性增强等风险，并提出相应治理建议。

Abstract: Driven by digital technology, the transaction models and consumption ecology of the art market are being reconfigured. Based on the SOR theoretical framework, this paper analyzes how social media and live-streaming e-commerce reduce consumers’ cognitive barriers and stimulate purchase intention through four key mechanisms: scene construction, emotional connection, community drive, and trust reconstruction. The study expands the traditional dual perspective of “artist-consumer” into a quadrilateral ecosystem encompassing “platforms” and “traditional institutions”, revealing the regulatory role of platform algorithms and the adaptive strategies of traditional institutions. The findings indicate that this model not only promotes the digitization of transactions but also gives rise to an “interest-centric” new art consumption, accelerating the popularization of the art market. Simultaneously, this paper critically points out potential risks such as the dilution of artistic value, algorithmic information cocoons, and increased market speculation, proposing corresponding governance recommendations.