基于BERTopic模型的电商直播研究主题识别与演变趋势分析

Analysis of Research Topic Identification and Evolution Trends in E-Commerce Live Streaming Based on the BERTopic Model

摘要: 电商直播的快速发展正在重塑电子商务，推动商业模式创新并提高运营效率。然而，现有研究主要集中于电商直播的特定应用场景，缺乏对其整体发展趋势、核心研究主题的系统研究。为填补这一空白，本研究基于知网数据库2016年至2026年发表的884篇论文，运用BERTopic主题建模方法，系统地分析了电商直播领域的关键研究主题和演变趋势。研究共识别出16个核心主题，归为消费者行为与决策、乡村振兴与农产品直播、媒体融合与内容传播等六大类，发现领域研究经历了基础探索、深化发展至创新拓展的三阶段，当前技术赋能与规范化成为核心趋势。本研究构建了电商直播领域的全景式知识图谱，既为学界提供了系统性的研究参考，也为企业营销优化与行业治理完善提供了实践指引。

Abstract: The rapid development of e-commerce live streaming is reshaping e-commerce, driving business model innovation and enhancing operational efficiency. However, existing research mainly focuses on specific application scenarios of e-commerce live streaming, lacking systematic research on its overall development trends and core research topics. To address this gap, this study systematically analyzes the key research topics and evolution trends in the field of e-commerce live streaming using the BERTopic topic modeling method, based on 884 papers published in the CNKI database from 2016 to 2026. The study identifies 16 core topics, categorized into six major categories including consumer behavior and decision-making, rural revitalization and agricultural product live streaming, and media convergence and content dissemination. It reveals that research in this field has undergone a three-stage evolution from basic exploration and in-depth development to innovative expansion, with technology empowerment and standardization emerging as the core trends currently. This study constructs a panoramic knowledge graph for the field of e-commerce live streaming, providing not only a systematic research reference for academia but also practical guidance for enterprise marketing optimization and industry governance improvement.