基于S-O-R模型的汽车直播电商消费者信任影响因素研究

Research on the Influencing Factors of Consumer Trust in Automotive Live-Streaming E-Commerce Based on the S-O-R Model

摘要: 本文基于S-O-R理论模型，采用文献分析法，对汽车直播电商中消费者信任的影响因素进行理论构建与机制阐释。通过系统梳理国内外相关文献，构建“主播–内容–环境”三维刺激框架，提炼出主播专业性、信息透明度、互动体验、平台保障、社会认同五大核心变量，并提出其影响认知信任与情感信任的理论路径与研究假设。研究进一步指出，过度促销可能削弱信任，需通过内容质量与制度保障加以调节。本文填补了汽车直播电商中信任机制理论建模的研究空白，为后续实证研究提供可检验的假设与测量维度。

Abstract: Based on the S-O-R theoretical model and using the literature analysis method, this paper conducts theoretical construction and mechanism explanation of the influencing factors of consumer trust in automotive live-streaming e-commerce. By systematically reviewing relevant domestic and foreign literature, a three-dimensional stimulus framework of “streamer-content-environment” was constructed. Five core variables, namely the professionalism of the streamer, information transparency, interactive experience, platform guarantee and social recognition, were extracted, and the theoretical paths and research hypotheses influencing cognitive trust and emotional trust were proposed. Further research indicates that excessive promotion may undermine trust and needs to be regulated through content quality and institutional guarantees. This paper fills the research gap in the theoretical modeling of trust mechanisms in automotive live-streaming e-commerce, providing testable hypotheses and measurement dimensions for subsequent empirical research.