短视频平台社交电商用户信任形成机制与转化提升研究——以快手电商为例

Analysis on the Formation Mechanism of User Trust and Conversion Improvement of Social E-Commerce on Short Video Platforms—A Case Study of Kuaishou E-Commerce

摘要: 在短视频社交电商高速迭代的行业背景下，用户信任已成为决定交易达成、复购稳定与平台生态健康的核心变量。快手电商凭借“老铁经济”“真实人设”“源头好货”等差异化特征，构建了区别于其他平台的社交电商信任体系。本文以快手电商为研究对象，结合社会交换理论、信任构建理论与用户感知价值理论，采用文献研究、案例分析与逻辑推演相结合的方法，系统剖析短视频平台社交电商用户信任的形成维度、驱动要素、传导路径与影响机制。研究发现，短视频社交电商用户信任由主播信任、商品信任、平台信任、社交信任四个核心维度构成，四者相互作用形成闭环信任结构；用户信任的形成受到内容真实性、互动深度、售后保障、社交关系强度、算法透明度等多重因素共同驱动；信任通过提升用户感知价值、降低决策风险、增强情感依恋三条路径正向影响交易转化与用户留存。基于此，本文从主播内容治理、商品品控体系、平台信任基建、社交关系运营、转化路径优化五个层面提出系统性提升策略，旨在为短视频社交电商行业完善信任机制、提升转化效率、实现长期可持续发展提供理论参考与实践指引。

Abstract: Against the background of the rapid iteration of short video social e-commerce, user trust has become a core variable that determines transaction completion, repurchase stability and platform ecological health. Relying on differentiated characteristics such as “old iron economy”, “real person setup” and “original high-quality goods”, Kuaishou E-Commerce has built a social e-commerce trust system different from other platforms. Taking Kuaishou E-Commerce as the research object, combined with social exchange theory, trust construction theory and user perceived value theory, this paper systematically analyzes the formation dimensions, driving factors, transmission paths and influence mechanisms of user trust in social e-commerce on short video platforms by means of literature research, case analysis and logical deduction. The study finds that user trust in short video social e-commerce consists of four core dimensions: host trust, commodity trust, platform trust and social trust, which interact to form a closed-loop trust structure. The formation of user trust is driven by multiple factors such as content authenticity, interaction depth, after-sales guarantee, social relationship strength and algorithm transparency. Trust positively affects transaction conversion and user retention through three paths: improving user perceived value, reducing decision-making risks and enhancing emotional attachment. Based on this, this paper puts forward systematic improvement strategies from five levels: host content governance, commodity quality control system, platform trust infrastructure, social relationship operation and conversion path optimization, aiming to provide theoretical reference and practical guidance for the short video social e-commerce industry to improve the trust mechanism, improve conversion efficiency and achieve long-term sustainable development.