“正能量”带货：直播电商中的价值传递与引导机制研究

“Positive Energy” E-Commerce Live Streaming: A Study on the Value Transmission and Guidance Mechanism in Live Streaming E-Commerce

摘要: 在网络技术的不段发展的背景之下，直播电商平台坐拥了超大规模的用户群体，为消费升级注入了新的动力。伴随着人们消费需求的多样化，电商直播间也呈现出由单纯地“带货”向文化及价值输出的转型。电商直播不仅是重要的商业营销模式，也是网络思想政治教育的重要阵地，通过将符合社会主义核心价值观的价值观念主动嵌入商品流通过程，潜移默化地实现对消费者的价值引导。然而，当前直播电商场域仍存在价值失范、泛娱乐化与过度消费等风险，弱化了其思想政治教育功能。因此，构建一套有效的价值引导机制势在必行。这就需要对直播电商中的价值传递逻辑进行剖析解读，从主体角色重塑到带货叙事内容创新到直播场景搭建及协同机制的完善实现突破，从而推动网络思想政治教育与直播经济的融合发展、营造清朗网络环境。

Abstract: Against the backdrop of continuously advancing network technology, live streaming e-commerce platforms have amassed a massive user base, injecting new momentum into consumption upgrading. As consumer demands become increasingly diverse, e-commerce live streams are transitioning from merely “promoting products” to delivering cultural and value-oriented content. E-commerce live streaming is not only a significant commercial marketing model but also an important channel for online ideological and political education. By actively embedding mainstream ideology and positive values into the product circulation process, it subtly guides consumers’ values. However, the current live streaming e-commerce landscape still faces risks such as value anomie, excessive entertainment, and overconsumption, which weaken its ideological and political education function. Therefore, it is imperative to establish an effective value guidance mechanism. This requires analyzing the logic of value transmission in live streaming e-commerce, achieving breakthroughs from reshaping the roles of stakeholders to innovating sales narratives, constructing live streaming scenarios, and improving collaborative mechanisms. Ultimately, this will promote the integrated development of online ideological and political education and the live streaming economy, fostering a wholesome online environment.