符号、叙事与关系：虚拟数字人直播带货的模式分析

Symbols, Narratives, and Relationships: A Model Analysis of Virtual Human Live Streaming E-Commerce

摘要: 随着人工智能技术的迅猛发展，虚拟数字人直播带货已从技术噱头演变为电商领域不可忽视的新力量。本文从新闻传播学视角出发，运用符号学、叙事学与准社会关系理论，对虚拟数字人直播带货的传播模式进行系统分析。研究发现，虚拟数字人通过精心设计的符号系统建构人设，利用多元叙事策略动员消费，并能够与观众建立情感连接，形成新型的准社会关系。尽管虚拟数字人直播在拟真度、互动性和商业转化上已取得突破性进展，但其未来发展仍面临真实性边界、情感深度以及技术伦理等挑战。

Abstract: With the rapid development of artificial intelligence technology, virtual human live streaming e-commerce has evolved from a technical gimmick into an unignorable new force in the e-commerce field. From the perspective of journalism and communication studies, this paper systematically analyzes the communication model of virtual human live streaming e-commerce by applying semiotics, narratology, and parasocial interaction theory. The study finds that virtual humans construct their personas through well-designed symbolic systems, mobilize consumption using diverse narrative strategies, and can establish emotional connections with audiences to form a new type of parasocial relationship. Although virtual human live streaming has made breakthrough progress in realism, interactivity, and commercial conversion, its future development still faces challenges such as the boundary of authenticity, emotional depth, and technical ethics.