人工智能视域下直播电商的研究热点与演化路径

Research Hotspots and Evolution Trajectory of Live-Streaming E-Commerce from an AI Perspective

摘要: 在数字经济已成为高质量发展核心引擎的宏观背景下，直播电商作为其中最具活力的业态，正处于从“流量红利”驱动向“技术红利”驱动的深刻范式转型期。生成式人工智能(AIGC)、大语言模型(LLM)技术的爆发式增长，不仅重塑了内容生产与交互逻辑，更引发了深层的产业变革与伦理挑战。本文在宏观把握数字经济发展脉络的基础上，以CNKI数据库中CSSCI及北大核心期刊收录的1169篇高质量文献为样本，创新性引入中文预训练语言模型BAAI/bge-large-zh进行高维向量化表征，并结合K-Means聚类与BERTopic主题模型开展深度挖掘。研究揭示了该领域形成的五大核心议题群：基础设施层聚焦于智媒体融合传播；平台生态层呈现出向“乡村振兴”与“垂直知识”深耕的趋势；算法机制层探讨推荐算法对用户感知的实证影响；AIGC驱动层突显了从“真人主播”向“虚拟数字人”的演进；伦理治理层则从版权合规延伸至税收征管与跨境数据流动。演化分析表明，研究焦点正由早期的商业模式探讨，向底层的技术伦理反思、人机协同交互及绿色供应链整合纵深发展。

Abstract: Against the macro background in which the digital economy has become a core engine of high-quality development, live-streaming e-commerce—one of the most dynamic business formats—has entered a profound paradigm shift from a “traffic dividend-driven” model to a “technology dividend-driven” model. The explosive growth of generative artificial intelligence (AIGC) and large language models (LLMs) has not only reshaped content production and interaction mechanisms, but also triggered deep industrial transformations and ethical challenges. Grounded in an overarching perspective on the evolution of the digital economy, this study examines 1169 high-quality articles indexed in CSSCI and Peking University Core Journals from the CNKI database. A Chinese pretrained language model (BAAI/bge-large-zh) is introduced to generate high-dimensional semantic embeddings, which are further analyzed using K-Means clustering and the BERTopic topic modeling framework. The results identify five core thematic clusters in this research field: the infrastructure layer focuses on intelligent media integration and communication; the platform ecosystem layer shows a deepening orientation toward rural revitalization and vertical knowledge domains; the algorithmic mechanism layer examines the empirical effects of recommendation algorithms on user perception; the AIGC-driven layer highlights the transition from human anchors to virtual digital humans; and the ethical governance layer extends from copyright compliance to issues of taxation governance and cross-border data flows. Evolutionary analysis indicates that research attention has shifted from early discussions of business models toward in-depth reflections on technological ethics, human-machine collaboration, and the integration of green supply chains.