技术接受模型视角下虚拟数字人直播电商营销模式创新研究

Research on Marketing Model Innovation in Live Streaming E-Commerce with Virtual Digital Humans from the Perspective of the Technology Acceptance Model

摘要: 随着生成式人工智能技术的迭代与应用深化，虚拟数字人已成为驱动直播电商营销模式创新的重要力量，然而该技术的实际应用仍受限于交互体验、技术稳定与操作复杂度等现实挑战。本研究以技术接受模型为理论框架，从感知有用性与感知易用性两个核心维度，系统剖析了虚拟数字人融入直播电商的内在机制。研究表明，感知有用性源于其通过全时运营、智能交互与统一形象输出所带来的效率与体验提升；感知易用性则受技术响应、操作门槛及情感互动真实性等因素的制约，共同影响用户接受意愿。基于上述分析，本文构建了解释用户接受虚拟数字人行为的理论框架，并且进一步提出涵盖全时运营、智能交互、身份透明与人机协同四个维度的营销模式创新路径，从而为直播电商领域的数字化转型提供兼具理论价值与实践意义的参考。

Abstract: With the iterative advancement and deepening application of Generative Artificial Intelligence, Virtual Digital Humans have emerged as a significant force driving Marketing Model Innovation in Live Streaming E-commerce. However, the practical application of this technology remains constrained by real-world challenges such as Interactive Experience, technical stability, and Operational Complexity. This study employs the Technology Acceptance Model as its Theoretical Framework to systematically analyze the intrinsic mechanisms through which Virtual Digital Humans are integrated into Live Streaming E-commerce, focusing on the two core dimensions of Perceived Usefulness and Perceived Ease of Use. The research indicates that perceived usefulness stems from the efficiency and experience enhancements it provides through always-on operation, intelligent interaction, and unified image output. Perceived ease of use, on the other hand, is constrained by factors such as technical response, operation threshold, and the authenticity of emotional interaction, which collectively influence user acceptance intention. Based on the above analysis, this paper constructs a theoretical framework to explain user acceptance of virtual digital humans. It further proposes an innovative path for the marketing model, encompassing four dimensions: 24/7 operation, intelligent interaction, identity transparency, and human-machine collaboration. This provides a reference with both theoretical value and practical significance for the digital transformation in the field of live streaming e-commerce.