AI换脸直播对消费者行为的影响机制与治理路径研究

A Study on the Influence Mechanism of AI Face-Swapping Live Streaming on Consumer Behavior and Its Governance Path

摘要: AI换脸技术在直播电商领域的深度应用，在赋能行业创新的同时，也因技术滥用引发了一系列消费者权益保护问题。本文基于消费者行为理论，系统探讨AI换脸直播对消费者行为的影响机制与治理路径。研究发现，AI换脸直播通过认知路径、情感路径与信任路径三条机制影响消费者行为：认知路径表现为信息加工与信任建构的断裂，使消费者面临身份不确定性困境与信任真空状态；情感路径呈现情绪唤起与情感欺骗的双重效应，消费者在情感沉浸与理性警惕之间经历动态博弈；信任路径表现为真实性感知与可信度评估的错位，消费者可能基于错误线索建立虚假信任。基于机制分析，本文提出技术治理、法律规制、平台自律、消费者赋能四位一体的治理框架，强调以制度信任替代人际信任作为治理转型的核心路径。研究为理解AI技术对电子商务消费者行为的影响提供了理论视角，也为规范AI换脸技术应用、保护消费者权益提供了实践启示。

Abstract: The deep application of AI face-swapping technology in the live streaming e-commerce sector has, while empowering industry innovation, also triggered a series of consumer rights protection issues due to technology misuse. Drawing on consumer behavior theory, this paper systematically explores the influence mechanisms of AI face-swapping live streaming on consumer behavior and the corresponding governance paths. The study finds that AI face-swapping live streaming affects consumer behavior through three mechanisms: the cognitive path, the emotional path, and the trust path. The cognitive path manifests as a disruption in information processing and trust construction, leaving consumers facing a dilemma of identity uncertainty and a state of trust vacuum. The emotional path exhibits a dual effect of emotional arousal and emotional deception, leading consumers to experience a dynamic game between emotional immersion and rational vigilance. The trust path is characterized by a misalignment between authenticity perception and credibility evaluation, potentially causing consumers to form false trust based on erroneous cues. Based on the mechanism analysis, this paper proposes a four-in-one governance framework encompassing technological governance, legal regulation, platform self-discipline, and consumer empowerment, emphasizing the replacement of interpersonal trust with institutional trust as the core pathway for governance transition. This research provides a theoretical perspective for understanding the impact of AI technology on consumer behavior in e-commerce, as well as practical implications for regulating the application of AI face-swapping technology and protecting consumer rights.