直播电商的价值创造机理与影响因素：从注意力到信任的转化路径

The Value Creation Mechanism and Influencing Factors of Live Streaming E-Commerce: The Transformation Path from Attention to Trust

摘要: 本文围绕“直播电商的价值创造机理与影响因素”展开研究，构建“注意力–互动–情感共鸣–信任–购买–忠诚”的转化路径，并从技术条件、平台规则与监管、消费者行为与隐私、行业竞争与内容同质化四个维度刻画其边界。研究采用文献综述与机制分析相结合的方法，并辅以典型情境(如限时促销与KOL带货)进行理论映射与过程剖析。研究表明：互动深度与信息透明度是将注意力有效转化为信任的关键；紧迫性设计与社会性证据能够显著提升转化效率；算法分发的公平性、合规要求与数据安全直接影响模式的可持续性。在此基础上，本文提出平台侧的治理建议(提升算法透明度与内容审核有效性)、主播侧的信誉与专业度建设以及品牌侧的内容差异化与全链路服务优化，为直播电商的长期健康发展提供理论框架与管理启示。

Abstract: This study examines the value creation mechanism and influencing factors of live streaming e-commerce by proposing a transformation chain from attention to trust, and ultimately to purchase and loyalty. We develop a conceptual pathway—attention, interaction, emotional resonance, trust, conversion, and retention—and delineate its boundaries across four dimensions: technological infrastructure, platform rules and regulation, consumer behavior and privacy, and industry competition with content homogeneity. Methodologically, we combine literature review with mechanism analysis, complemented by illustrative scenarios (e.g., time-limited promotions and KOL-led streams) to map theory to practice. The findings indicate that the depth of interaction and information transparency are pivotal for converting attention into trust; urgency cues and social proof enhance conversion efficiency; and the fairness of algorithmic distribution, compliance, and data security are critical to sustainability. Based on these insights, we offer governance recommendations for platforms (greater algorithmic transparency and effective content auditing), reputation and professionalism building for streamers, and differentiated content with end-to-end service optimization for brands, providing a coherent framework and actionable guidance for the long-term, healthy development of live streaming e-commerce.