电商直播中对虚拟主播信任修复的机制与策略

Mechanisms and Strategies of Trust Repair toward Virtual Streamers in E-Commerce Live Streaming

摘要: 虚拟主播在电商直播中的活跃度持续提升，但其引发的信任隐患亦逐步凸显。技术故障、推荐失误及“人设”崩塌等问题易触发独特信任危机，且相较于真人主播，消费者更倾向将虚拟主体失误归因为稳定内在缺陷，导致信任修复难度加大。本研究采用理论演绎与框架构建的研究方法，立足社会认知与人机交互双视角，旨在探索该信任修复的心理机制，解析信任违背类型及归因心理，构建以“归因干预”与“多维重建”为核心的修复模型。修复策略需覆盖能力、诚信、善意三维度，同时巧用虚拟形象“可塑性”，在提升交互公平感的同时规避过度拟真带来的伦理风险。

Abstract: The engagement of virtual streamers in e-commerce live streaming continues to rise, yet the trust-related risks they pose are becoming increasingly evident. Issues such as technical failures, recommendation errors, and persona collapse can easily trigger unique trust crises. Compared with human streamers, consumers tend to attribute mistakes made by virtual entities to stable internal flaws, making trust repair more challenging. This study adopts a methodology of theoretical deduction and framework construction, grounded in the dual perspectives of social cognition and human-computer interaction. It aims to explore the psychological mechanisms of trust repair in this context, analyze the types of trust violations and the psychology of attribution, and construct a repair model centered on “attributional intervention” and “multi-dimensional reconstruction”. Repair strategies should cover the three dimensions of competence, integrity, and benevolence, while skillfully leveraging the “plasticity” of virtual personas. This approach seeks to enhance the sense of interactive fairness while avoiding ethical risks associated with excessive anthropomorphism.