社交信任视角下直播电商发展策略研究

Research on Development Strategies of Live-Streaming E-Commerce from the Perspective of Social Trust

摘要: 随着数字经济的蓬勃发展，直播电商已成为我国电子商务领域最具活力的业态形式。直播电商以其强互动性和沉浸式场景体验感与消费者迅速建立社交信任，并以社交信任为基础达到社交层层面的裂变拉新效果，产品主要依靠主播的专业解说和直播间所营造的紧张氛围促使消费者购买下单。然而，行业在迅速扩张的同时，出现了一些社交信任问题，如部分主播虚构人设以骗取消费者信任来牟取利益，有些直播间售卖假冒伪劣产品、消费者下单后产品售后问题维权困难以及消费者社交关系被过度商业化开发等，这些行业问题严重扰乱了行业生态，侵蚀了消费者的信任基础。本文基于社交信任视角，在直播电商发展现状的基础上从主播、平台等多个层面来分析问题产生的原因，并提出相应的策略。

Abstract: With the vigorous development of the digital economy, live-streaming e-commerce has emerged as the most dynamic business format in China’s e-commerce sector. Leveraging its strong interactivity and immersive scenario experience, live-streaming e-commerce rapidly establishes social trust with consumers, and achieves the effect of fission-driven user acquisition at the social level based on such trust. Consumers are primarily motivated to purchase through hosts’ professional explanations and the tense atmosphere created in live-streaming rooms. However, amid the rapid expansion of the industry, several social trust issues have emerged: some hosts fabricate personal personas to deceive consumers for profit; some live-streaming rooms sell counterfeit and shoddy products; consumers face difficulties in safeguarding their rights regarding after-sales issues; and consumers’ social relationships are excessively commercialized. These industry problems have severely disrupted the industry ecosystem and eroded the foundation of consumer trust. From the perspective of social trust, this paper analyzes the causes of these problems from multiple dimensions (including hosts and platforms) based on the current development status of live-streaming e-commerce, and proposes corresponding strategies.