电商直播情境下消费者信任的影响因素及治理路径研究

Research on the Influencing Factors and Governance Path of Consumer Trust in the Context of E-Commerce Live Streaming

摘要: 电商直播作为数字经济背景下蓬勃发展的新兴业态，在实现规模快速扩张的同时，也逐步暴露出因信息虚假宣传、商品货不对板以及直播数据造假等问题引发的系统性信任风险，严重制约了行业的可持续发展。本研究旨在探究电商直播情境下消费者信任危机的成因、机理与治理路径。研究表明，当前信任危机主要表现为信息失真型、品质失控型、技术失信型与制度失效型四种相互交织的复合形态。为破解这一困境，本研究构建了技术、规则、生态以及价值回归的信任治理系统框架。最终得出信任在数字商业时代已成为可主动设计、构建与管理的核心战略资产。

Abstract: As a booming new business form in the context of the digital economy, e-commerce live streaming has achieved rapid scale expansion. However, it has gradually exposed systemic trust risks caused by problems such as false information promotion, goods not matching the description, and live streaming data fraud, which seriously restrict the sustainable development of the industry. This study aims to explore the causes, mechanisms and governance paths of consumer trust crises in the context of e-commerce live streaming. Research shows that the current trust crisis mainly manifests in four interwoven compound forms: information distortion type, goods out of control type, technological dishonesty type and institutional failure type. To break through this predicament, this study constructs a trust governance system framework that encompasses technology, rules, ecology, and value return. Ultimately, it is concluded that trust has become a core strategic asset that can be proactively designed, constructed and managed in the digital business era.