AI Agent引领的电商导购范式转移——以抖音“豆包”电商插件为例

Research on the Paradigm Shift of E-Commerce Shopping Guide Driven by AI Agent—A Case Study of “Doubao”

摘要: 随着大语言模型技术的成熟，传统的电商导购模式正面临从“被动检索”向“主动交互”的转型。本文旨在探讨生成式人工智能背景下，AI Agent (智能体)如何重塑电子商务平台的导购交互链路与消费者决策机制。本文采用单一案例分析法，以抖音平台内嵌的AI智能助手“豆包”为典型案例，结合消费者行为学与信息系统理论，对其“意图识别”与“一句话购物”的商业逻辑进行深度剖析。研究发现，AI Agent 驱动下的电商导购实现了三大范式转移：在交互范式上，从“被动搜索”转向“主动对话”；在决策范式上，从静态的“商品匹配”演进为动态的“深度意图洞察”；在价值范式上，从单一的“交易导向”升维至“体验与情绪导向”。同时，研究也识别出大模型“幻觉”与过度拟人化带来的隐私让渡风险。在“代理商业”时代，电商平台与品牌方需构建“人在回路”的敏捷治理机制，以提升算法透明度与消费者信任。本研究为人工智能与电子商务交叉领域的理论发展提供了微观案例支撑，对电商企业的数智化转型具有重要启示。

Abstract: With the maturity of large language model (LLM) technology, the traditional e-commerce shopping guide model is facing a transformation from “passive retrieval” to “active interaction”. This paper aims to explore how AI Agents reshape the interaction links and consumer decision-making mechanisms of e-commerce platforms in the context of generative artificial intelligence. Adopting a single case study method, this paper takes the AI assistant “Doubao” embedded in the Douyin platform as a typical case. Combined with consumer behavior and information system theories, it deeply analyzes the business logic of its “intent recognition” and “one-sentence shopping”. The research finds that the e-commerce shopping guide driven by AI Agent has realized three major paradigm shifts: in the interaction paradigm, from “passive search” to “active dialogue”; in the decision-making paradigm, from static “product matching” to dynamic “deep intent insight”; in the value paradigm, ascending from a single “transaction orientation” to an “experience and emotion orientation”. Meanwhile, the study also identifies the risks of privacy concession brought by LLM “hallucination” and excessive anthropomorphism. In the era of “agentic commerce”, e-commerce platforms and brands need to build a “human-in-the-loop” agile governance mechanism to enhance algorithm transparency and consumer trust. This study provides micro-case support for the theoretical development of the intersection of artificial intelligence and e-commerce, offering important enlightenment for the digital transformation of e-commerce enterprises.