直播电商中虚拟主播与真人主播的信任差异：认知与情感视角

Trust Differences between Virtual Streamers and Human Streamers in Livestream E-Commerce: Cognitive and Affective Perspectives

摘要: 随着人工智能技术在直播电商中的广泛应用，虚拟主播已成为平台与商家提升直播效率、拓展营销场景的重要商业实践主体。然而，直播电商不仅依赖信息传递，更依赖消费者信任的形成。基于认知信任与情感信任的双维视角，并结合心智知觉理论，本文对虚拟主播与真人主播的信任差异及其形成逻辑进行理论分析。研究认为，虚拟主播更易形成基于专业性、稳定性与技术支持的认知信任，但在情感表达、关系联结与真实感知方面存在局限，因此其情感信任建构通常弱于真人主播。本文据此提出直播电商中两类主播双维信任分化的理论框架，以期为理解虚拟主播的适用边界及优化直播场景中的主播配置提供参考。

Abstract: With the widespread application of artificial intelligence in livestream e-commerce, virtual streamers have become an important commercial actor for platforms and merchants to improve livestreaming efficiency and expand marketing scenarios. However, livestream e-commerce relies not only on information delivery, but also on the formation of consumer trust. From the dual perspectives of cognitive trust and affective trust, and drawing on mind perception theory, this paper provides a theoretical analysis of the trust differences between virtual streamers and human streamers, as well as their underlying formation logic. The analysis suggests that virtual streamers are more likely to foster cognitive trust based on professionalism, stability, and technological support, but they remain constrained in emotional expression, relational connection, and perceived authenticity. As a result, their ability to build affective trust is generally weaker than that of human streamers. On this basis, this paper proposes a theoretical framework of dual-dimensional trust differentiation between the two types of streamers in livestream e-commerce, with the aim of providing references for understanding the applicability boundaries of virtual streamers and optimizing streamer allocation in livestreaming contexts.