滤镜幻象与信任重建：消费者媒介素养的应对机制研究

Filter Illusion and Trust Reconstruction: A Study on the Coping Mechanisms of Consumer Media Literacy

摘要: 随着短视频、直播等视觉化渠道在电商平台的深度渗透，商品内容的“滤镜化”已成为常态。商家通过图片精修、视频特效、直播美颜等手段将商品呈现为“超真实”或“理想化”形象。此类美化虽提升点击率与转化率，却在消费者收到实物后引发“期待–落差–不信任”循环，形成与消费者信任失衡的关系。本研究从社会学和传播学角度，分析信任失衡的原因。以媒介素养为视角探讨消费者在面对滤镜化内容时的认知、情感与行为策略，帮助消费者形成从感知到行动的闭环。本文丰富了数字消费中的媒介素养研究，为链接电商与消费者提供了切实可行的路径，进一步激活电商市场，促进经济发展。

Abstract: With the deep integration of short videos, live streams, and other visual channels into e-commerce platforms, the “enhancement” or “curation” of product content has become commonplace. Sellers employ techniques such as image retouching, video effects, and live-stream beauty filters to present products in a “hyperreal” or “idealized” form. While such enhancements boost click-through and conversion rates, they trigger a cycle of “expectation-disappointment-distrust” among consumers upon receipt of the actual items, leading to a rupture in consumer trust. From sociological and communication perspectives, this study analyzes the causes of this trust imbalance. Through the lens of media literacy, it explores the cognitive, emotional, and behavioral strategies consumers employ when encountering enhanced content, aiming to help them form a closed loop from perception to action. This research enriches the study of media literacy in digital consumption, offering practical pathways to bridge e-commerce platforms and consumers, thereby revitalizing the e-commerce market and fostering economic development.