内容电商视域下地方特色产品的传播机制与消费转化研究

Research on the Communication Mechanism and Consumption Conversion of Local Specialty Products from the Perspective of Content E-Commerce

摘要: 内容电商的兴起为地方特色产品突破地域限制、实现符号传播与消费转化提供了新路径。本文以AISAS消费者行为模型为核心分析框架，系统考察地方特色产品在内容电商生态中的传播机制与消费转化路径。研究发现，地方特色产品的传播呈现“多元主体协同 + 复合叙事策略 + 立体化渠道矩阵”的复合模式；消费转化遵循“内容种草–场景触发–即时转化”的三阶段路径，体现出对AISAS模型的路径压缩与分享前置双重特征。在此过程中，算法推荐在为产品赋魅的同时也带来祛魅危机。对此，本文提出再嵌入策略——将产品重新嵌入人的故事、日常生活与地方脉络——以在算法逻辑中守护地方文化本真性。

Abstract: The rise of content e-commerce has provided a new pathway for local specialty products to transcend geographical limitations and achieve symbolic communication and consumption conversion. Using the AISAS consumer behavior model as its core analytical framework, this paper systematically examines the communication mechanisms and consumption conversion pathways of local specialty products within the content e-commerce ecosystem. The findings reveal that the communication of local specialty products exhibits a composite model characterized by “synergistic multi-agent participation + compound narrative strategies + a multi-dimensional channel matrix.” Furthermore, the consumption conversion follows a three-stage pathway of “content planting - scenario triggering - instant conversion,” reflecting both a path compression of the AISAS model and the dual characteristic of sharing being brought forward. Throughout this process, while algorithmic recommendations endow products with a certain enchantment, they also introduce the risk of disenchantment. In response, this paper proposes a re-embedding strategy—re-integrating the product into human stories, daily life, and local contexts—as a means to preserve the authenticity of local culture within the algorithmic logic.