主播特征对电商直播消费者信任与消费决策的影响分析

An Analysis of the Effects of Streamer Characteristics on Consumer Trust and Purchase Decisions in Live-Streaming E-Commerce

摘要: 在数字经济快速发展的背景下，电商直播已成为电子商务平台的重要交易形态。相较于传统线上购物模式，电商直播通过实时互动与情境化展示强化了消费者的参与体验，主播在交易过程中逐渐成为连接平台、商品与消费者的核心主体。由于直播电商情境下信息不对称程度较高、决策节奏较快，消费者信任在购买决策中发挥着重要作用。围绕这一问题，本文从理论层面对主播特征影响消费者信任及其消费决策的作用机制进行分析。首先，结合电商直播的交易特征，界定主播在直播情境中的角色与功能；其次，从专业性、可信度、互动性和亲和力等方面梳理主播特征的主要类型，并分析其对消费者信任形成的影响路径；进一步探讨消费者信任在电商直播决策过程中的作用方式。研究认为，主播特征通过降低信息不对称、增强感知可靠性和强化情感联结等途径影响消费者信任，并在此基础上引导消费者形成购买决策。本文的研究有助于深化对电商直播运行机制的认识，并为平台直播运营与主播管理提供理论参考。

Abstract: With the rapid development of the digital economy, live-streaming e-commerce has become an important transaction mode on e-commerce platforms. Compared with traditional online shopping, live-streaming e-commerce enhances consumer engagement through real-time interaction and scenario-based product presentation. In this process, streamers have gradually become key actors linking platforms, products, and consumers. As live-streaming commerce is characterized by high information asymmetry and fast decision-making, consumer trust plays a crucial role in purchase decisions. Focusing on this issue, this paper provides a theoretical analysis of the mechanisms through which streamer characteristics influence consumer trust and consumption decisions. First, based on the transaction features of live-streaming e-commerce, the roles and functions of streamers in live-streaming contexts are clarified. Second, the main types of streamer characteristics—professionalism, credibility, interactivity, and affinity—are identified, and their influence paths on the formation of consumer trust are examined. Furthermore, the role of consumer trust in the decision-making process of live-streaming e-commerce is discussed. The analysis suggests that streamer characteristics affect consumer trust by reducing information asymmetry, enhancing perceived reliability, and strengthening emotional connections, thereby guiding consumers’ purchase decisions. This study helps deepen the understanding of the operating mechanisms of live-streaming e-commerce and provides theoretical insights for platform operations and streamer management.