平台与商铺双主体视角下直播电商保健食品消费信任形成机制研究

Consumer Trust Formation Mechanism in Health Food Consumption in Live-Streaming E-Commerce: A Dual Perspective of Platforms and Merchants

摘要: 随着健康消费需求的增长与直播电商的发展，保健食品逐渐成为网络消费的重要品类，但虚假宣传与信息不对称问题也对消费者信任产生影响。基于信任理论，本文以抖音直播电商情境为研究对象，借鉴Mayer等提出的信任三维度模型，从能力、善意和诚信三个维度构建消费者信任影响机制模型，并将平台与商家规模作为控制变量。通过问卷调查获取355份样本数据，运用SPSSAU进行信效度检验及结构方程模型分析。研究结果表明：善意感知影响最为显著，消费者对商家的善意、诚信和能力感知均高于平台。因此应加强商家的资质审核，完善保健食品信息披露制度，完善对消费者的保护机制。

Abstract: With the growth of health-oriented consumption and the rapid development of live-streaming e-commerce, health supplements have gradually become an important category in online consumption. At the same time, problems such as false advertising and information asymmetry have undermined consumer trust. Grounded in trust theory, this study takes the Douyin live-streaming e-commerce context as the research setting. Drawing on Mayer et al.’s three-dimensional model of trust, it constructs a consumer trust mechanism model from the dimensions of ability, benevolence, and integrity, while including platform size and merchant size as control variables. Based on 355 questionnaire responses, the study employs SPSSAU to conduct reliability and validity tests as well as structural equation modeling. The results show that benevolence perception has the strongest effect, and consumers’ perceptions of merchants’ benevolence, integrity, and ability are all stronger than their perceptions of the platform. Accordingly, it is necessary to strengthen merchant qualification screening, improve information disclosure requirements for health supplements, and enhance consumer protection mechanisms.