主播人设对消费者品牌认同的影响机制研究——基于符号互动理论的视角

Research on the Influence Mechanism of Host Personas on Consumer Brand Identification—A Perspective Based on Symbolic Interaction Theory

摘要: 随着直播电商行业爆发式增长，主播人设作为连接消费者与品牌的关键纽带，其与消费者品牌认同的耦合关系对行业发展至关重要。本文以符号互动理论为视角，综合运用文献研究法以及案例分析法，系统探究二者的耦合机制。研究首先界定符号互动理论、主播人设(含专业类、形象类、教学类、生活体验类)及消费者品牌认同的核心概念；进而剖析耦合逻辑，指出主播通过语言、动作等符号传递人设信息，经意义构建、信任建立及情感与价值观共鸣，实现与消费者品牌认同的耦合。同时，结合行业数据，揭示当前行业存在人设同质化、虚假人设引发信任危机、应对消费者需求变化不足等问题，并针对性提出精准定位差异化人设、强化符号互动沟通、持续创新动态调整三大实现路径。本研究既拓展了符号互动理论在电商领域的应用，也为直播电商从业者提升品牌认同、推动行业健康发展提供实践指导。

Abstract: With the explosive growth of the live-streaming e-commerce industry, the persona of the live-streamer, as a key link between consumers and brands, has a crucial role in the industry’s development. This paper, from the perspective of symbolic interaction theory, comprehensively employs literature research and case analysis to systematically explore the coupling mechanism between the live-streamer’s persona and consumer brand identification. The study first defines the core concepts of symbolic interaction theory, live-streamer personas (including professional, image, teaching, and life experience types), and consumer brand identification. It then analyzes the coupling logic, indicating that live-streamers convey persona information through language, actions, and other symbols, achieving a coupling with consumer brand identification through meaning construction, trust establishment, and emotional and value resonance. At the same time, by combining industry data, it reveals current industry issues such as persona homogenization, trust crises caused by false personas, and insufficient response to changes in consumer demands. It also proposes three implementation paths: precise positioning of differentiated personas, strengthening symbolic interaction communication, and continuous innovation and dynamic adjustment. This research not only expands the application of symbolic interaction theory in the e-commerce field but also provides practical guidance for live-streaming e-commerce practitioners to enhance brand identification and promote the healthy development of the industry.