电商直播带货带来的机遇与挑战研究

Research on the Opportunities and Challenges Brought by Live-Streaming E-Commerce Sales

摘要: 随着互联网技术的兴起和消费模式的变革，电商直播作为一种融合了实时互动、场景体验与社交属性的新兴商业模式，迅速发展，大大颠覆了传统电商格局。本研究旨在系统性探讨社会临场感与信息不对称下电商直播带货所带来的机遇与挑战，并给出相应的改善对策。研究表明，直播带货通过重构“人、货、场”商业要素，创造了消费体验新场景、品牌建设新路径、产业结构新升级、经济增长新引擎，同时也在监管规范、商业伦理、产业生态、个人体验方面面临严峻挑战。最后，从多元协同治理角度提出应对策略，为促进电商直播行业健康发展提供理论参考和实践指导。

Abstract: With the rise of Internet technology and the transformation of consumption patterns, e-commerce live streaming, as a new business model integrating real-time interaction, scene experience and social attributes, has developed rapidly, greatly disrupting the traditional e-commerce landscape. This study aims to systematically explore the opportunities and challenges brought by e-commerce live-streaming sales under the influence of social presence and information asymmetry, and to provide corresponding improvement strategies. The research shows that live-streaming sales, by reconfiguring the commercial elements of “people, goods, and scenes”, have created new consumption experience scenarios, new paths for brand building, new upgrades in industrial structure, and new engines for economic growth. At the same time, they also face severe challenges in regulatory norms, business ethics, industrial ecology, and personal experience. Finally, from the perspective of multi-party collaborative governance, strategies are proposed to provide theoretical references and practical guidance for promoting the healthy development of the e-commerce live-streaming industry.