生成式人工智能驱动下电商直播价值创造模式的重构机制研究

Research on the Reconstruction Mechanism of Value Creation Models in E-Commerce Livestreaming Driven by Generative Artificial Intelligence

摘要: 电商直播的价值创造模式正随着生成式人工智能技术的嵌入而发生重构。本文基于价值共创理论与技术接受模型，并引入行动者网络理论和数字劳动理论，构建“技术能力–场景重构–价值生成”的分析框架，采用多案例研究方法，对抖音电商、淘宝直播、快手电商、京东直播四个平台展开比较分析。研究发现，生成式AI主要通过内容智能生成、虚拟数字人驱动、实时交互增强和数据决策支持四类能力介入直播场景，并形成内容增强型、主播替代型、交互升级型和运营智能型四类应用模式。技术成熟度、从业者接受意愿与消费者信任水平共同影响AI应用的价值转化效果。研究认为，电商直播的智能化演进并非简单替代人工，而是呈现人机协同、劳动再分工与平台策略动态调整并存的特征。

Abstract: The value creation model of e-commerce livestreaming is being restructured through the deep integration of generative artificial intelligence (GenAI). Drawing on value co-creation theory and the technology acceptance model, while incorporating actor-network theory and digital labor theory, this study constructs an analytical framework of “technological capability - scenario reconstruction - value generation”. Using a multiple-case-study approach, it compares four major platforms: Douyin E-commerce, Taobao Live, Kuaishou E-commerce, and JD Live. The findings show that GenAI intervenes in livestreaming mainly through four capabilities: intelligent content generation, virtual digital human operation, real-time interaction enhancement, and data-driven decision support, giving rise to four application models: content enhancement, streamer substitution, interaction upgrading, and operational intelligence. The value transformation effect of AI is jointly shaped by technological maturity, practitioners’ willingness to adopt, and consumer trust. The study argues that the intelligent evolution of e-commerce livestreaming is characterized not by simple human replacement, but by human-machine collaboration, labor reallocation, and the dynamic adjustment of platform strategies.