情感操纵与信号失真：电商直播“剧本式营销”对消费者信任的侵蚀机制及治理路径

Emotional Manipulation and Signal Distortion: The Erosion Mechanism of “Scripted Marketing” on Consumer Trust in E-Commerce Livestreaming and Its Governance Path

摘要: 在直播电商从流量红利期迈入存量博弈期的背景下，市场竞争的白热化催生了以虚构剧情、制造冲突、卖惨博同情为核心特征的“剧本式营销”。此类营销手段通过精心编排的虚假场景实施情感操纵，加剧市场信息不对称，严重侵蚀消费者对直播电商行业的信任根基。本文以信号理论与信任修复理论为分析框架，探究“剧本式营销”的运作逻辑、信任侵蚀机制及监管困境。研究发现，剧本式营销本质是低成本虚假信号，会干扰消费者对商品真实价值的判断，引发“劣币驱逐良币”的行业信任危机，且当前监管面临界定难、取证难等现实挑战。基于此，本文从法律完善、平台监管、黑名单建设及社会共治四个维度提出治理路径，为恢复行业信誉、推动直播电商高质量发展提供理论与实践参考。

Abstract: Against the backdrop of the live streaming e-commerce industry transitioning from a period of traffic dividends to a game of stock competition, intensified market competition has given rise to “scripted marketing.” This approach is characterized by fabricated plots, manufactured conflicts, and “selling misery” to solicit sympathy. Such marketing tactics employ meticulously orchestrated fake scenarios to manipulate emotions and exacerbate market information asymmetry, severely eroding the foundation of consumer trust in the live streaming e-commerce industry. Using Signaling Theory and Trust Repair Theory as analytical frameworks, this paper explores the operational logic, trust erosion mechanisms, and regulatory dilemmas of “scripted marketing.” The study finds that scripted marketing is essentially a low-cost false signal that interferes with consumers’ judgment of the real value of commodities. It triggers an industry-wide trust crisis of “bad money driving out good,” while current regulation faces practical challenges such as difficulties in definition and evidence collection. Based on these findings, this paper proposes governance paths from four dimensions: legal perfection, platform supervision, blacklist construction, and social co-governance. These measures aim to provide theoretical and practical references for restoring industry reputation and promoting the high-quality development of live streaming e-commerce.