直播电商调整期中的信任赤字：形成机制与可持续治理路径

The Trust Deficit in the Transitional Phase of Livestream E-Commerce: Its Formation Mechanisms and Sustainable Governance Approaches

摘要: 近年来，直播电商在快速扩张后逐渐进入调整期，围绕产品质量、信息披露与售后责任的争议频发，消费者信任面临持续削弱。现有研究多从外部环境变化解释直播带货降温现象，但对其内在信任机制的演化关注不足。基于电子商务信任研究视角，本文引入信任赤字概念，刻画直播电商中信任生成机制与信任保障机制长期失衡所导致的结构性不信任状态。文章从责任结构、信息结构与关系结构三个层面，系统分析信任赤字的形成机制，并在此基础上提出制度信任、信息信任、关系信任与生态信任协同重建的治理路径。研究认为，推动直播电商可持续发展的关键，在于将信任从个体背书转向制度化治理，以提升电商生态的长期稳定性。

Abstract: In recent years, after a period of rapid expansion, livestream e-commerce has gradually entered an adjustment phase. Frequent controversies surrounding product quality, information disclosure, and after-sales responsibility have continuously undermined consumer trust. Existing studies mainly explain the cooling of livestream commerce from the perspective of external environmental changes, while paying insufficient attention to the evolution of its internal trust mechanisms. From the perspective of e-commerce trust research, this study introduces the concept of a “trust deficit” to characterize a structural state of distrust caused by the long-term imbalance between trust-generation mechanisms and trust-assurance mechanisms in livestream e-commerce. The paper systematically examines the formation mechanisms of the trust deficit from three dimensions—responsibility structure, information structure, and relational structure. Based on this analysis, it proposes a governance framework for the collaborative reconstruction of institutional trust, informational trust, relational trust, and ecological trust. The study argues that the key to promoting the sustainable development of livestream e-commerce lies in shifting trust from individual endorsements to institutionalized governance, thereby enhancing the long-term stability of the e-commerce ecosystem.