准社会互动视域下“三农”直播电商信任构建路径研究

Research on the Pathways of Trust Building in “Three Rurals” Live Streaming E-Commerce from the Perspective of Parasocial Interaction

摘要: 随着直播电商成为农产品上行的重要渠道，“三农”主题直播在各大平台快速发展，但内容同质化、人设真实性缺失、用户信任度不足等问题制约了其持续发展的态势。基于准社会互动理论，本研究将主播与用户之间的拟态亲密关系视为关键社交资本，其质量直接影响品牌信任构建与用户购买意愿的形成。成功的“三农”直播电商本质上是一个“信任资本”持续积累与价值转化的过程，而非简单的流量变现。通过考察行业实践，发现信任构建主要围绕认知、情感、体验和协同治理四个维度展开。据此，研究构建了以信任为核心的营销策略体系，包括认知层面的内容价值共创、情感层面的拟态关系培育、体验层面的实践参与机制，以及多方协同的治理生态建设。本研究为准社会互动理论在电商领域的应用提供了新视角，也为优化农产品电商模式、提升“新农人”营销效率提供了一定理论与实践指导。

Abstract: As live streaming e-commerce has become a vital channel for the distribution of agricultural products, “Three Rurals”-themed live streams have experienced rapid growth across major platforms. However, issues such as content homogenization, lack of authenticity in personal branding, and insufficient user trust have constrained their sustainable development. Based on the theory of parasocial interactions, this study regards the quasi-intimate relationship between streamers and users as a key form of social capital, the quality of which directly influences the construction of brand trust and the formation of users’ purchase intentions. Successful “Three Rurals” live streaming e-commerce is essentially a process of continuous accumulation and value transformation of “trust capital”, rather than simple traffic monetization. Through an examination of industry practices, it has been found that trust building primarily unfolds across four dimensions: cognition, emotion, experience, and collaborative governance. Accordingly, the research constructs a trust-centric marketing strategy system for rural e-commerce, including content co-creation of value at the cognitive level, cultivation of quasi-relationships at the emotional level, practical participation mechanisms at the experiential level, and the construction of a multi-stakeholder collaborative governance ecosystem. This study provides a new perspective for the application of parasocial interaction theory in the e-commerce field, while also offering certain theoretical and practical guidance for optimizing agricultural product e-commerce models and enhancing the marketing efficiency of “new farmers”.