电商环境下考虑消费者线上购物不信任的KOL直播与区块链溯源模式选择研究

Research on the Choice between KOL Live Streaming and Blockchain Traceability in E‑Commerce Considering Consumer Distrust in Online Shopping

摘要: 随着电商快速发展，消费者对在线渠道的不信任成为品牌长期发展的关键制约。为缓解这一问题，品牌方通常引入KOL直播或投资区块链溯源技术。本文构建包含品牌方与KOL主播的供应链模型，分析两种模式下的定价、需求与利润。结果表明：KOL模式在低佣金、弱竞争下具短期利润优势但可持续性弱；区块链模式前期投入高但利润增长更稳定。本文为品牌方在短期销售与长期信任积累间的模式选择提供了理论与实践参考。

Abstract: With the rapid growth of e-commerce, consumer distrust in online channels hinders brand development. To address this, brands either adopt KOL live-streaming or invest in blockchain traceability. This paper builds a supply chain model to compare pricing, demand, and profit under both models. Results show that the KOL model offers short-term profit under low commission and weak competition but lacks sustainability. The blockchain model requires higher upfront investment but ensures stable profit growth. This study helps brands choose between short-term sales and long-term trust building.