电商直播间空间叙事要素与视觉构建研究

Research on Spatial Narrative Elements and Visual Construction of E-Commerce Direct Broadcasting Room

摘要: 随着数字媒体的蓬勃发展，电商直播行业已进入内容与体验竞争阶段，电商直播间作为核心互动转化场景，其视觉设计直接影响用户注意力留存与消费决策，但当前多数直播间视觉设计聚焦美观而忽视空间叙事功能，现有研究多侧重运营策略与用户行为分析，对空间叙事与展陈结合的探索还未形成系统视觉构建逻辑。本文旨在梳理空间叙事理论与电商直播间展陈的关联，为直播间视觉设计优化提供专业思路与实践参考，同时填补空间叙事理论在电商直播场景的应用空白。本研究既拓展了空间叙事理论在数字互动场景的应用边界，也推动直播间设计从美观导向转向叙事价值导向，助力提升用户代入感与消费转化效率。

Abstract: With the vigorous development of digital media, the e-commerce live broadcasting industry has entered the stage of competition between content and experience. As the core interactive transformation scene, the visual design of e-commerce live broadcasting room directly affects the user’s attention retention and consumption decision-making. However, most of the visual design of direct broadcasting room focuses on beauty and neglects the spatial narrative function. The existing research focuses on operation strategy and user behavior analysis, and the exploration of the combination of spatial narrative and exhibition has not yet formed a systematic visual construction logic. The purpose of this paper is to sort out the relationship between spatial narrative theory and e-commerce live broadcast room exhibition, provide professional ideas and practical reference for visual design optimization of direct broadcast room, and fill in the blank of application of spatial narrative theory in e-commerce live broadcast scene. This study not only expands the application boundary of spatial narrative theory in digital interactive scenes, but also promotes the direct broadcast room design from aesthetic-oriented to narrative value-oriented, helping to improve the user’s sense of substitution and consumption conversion efficiency.