用人物对话互动机制打破单边说服型种草短视频困局

Use Character Dialogue Interaction Mechanisms to Break Free from the Limitations of Single-Sided Persuasive Product Recommendation Short-Form Videos

摘要: 随着智能移动终端的普及与互联网技术的演进，种草短视频凭借其信息的有用性与娱乐性的结合、场景化的沉浸式呈现及高度的受众易用性，已成为数字营销领域的主流范式。然而，在经历初期的爆发式增长后，种草短视频正面临用户消费理念转向理性、内容创作同质化导致审美疲劳，以及由虚假推广引发的信任机制瓦解等多重困境。文章超越对个别网红的案例分析，从行业通行的传播策略入手，深入剖析了人物对话互动机制如何作为核心驱动力，通过构建虚拟共在的互动仪式、引入双边信息传播模型来重塑说服路径。研究发现，从单向说服转向双向对话，利用互动仪式链理论构建情感联结，并策略性地平衡信息呈现方式，是破解当前种草视频信任危机与内容瓶颈的关键。

Abstract: With the widespread adoption of smart mobile devices and the evolution of internet technologies, “product recommendation” short-form videos have emerged as a mainstream approach in the field of digital marketing, owing to their combination of informative value and entertainment appeal, their scenario-based, immersive presentation, and their high user-friendliness. However, following an initial phase of explosive growth, these videos now face multiple challenges, including a shift in users’ consumption outlook toward rationality, aesthetic fatigue resulting from content homogenization, and the breakdown of trust mechanisms stemming from misleading promotional practices. Moving beyond case studies of individual influencers, this paper examines widely adopted communication strategies within the industry, delving into how character dialogue and interaction mechanisms serve as a core driving force by reshaping persuasion pathways through the construction of virtual co-presence-based interaction rituals and the introduction of a two-sided messaging mode. The study reveals that shifting from unidirectional persuasion to bidirectional dialogue, leveraging the Interaction Ritual Chain Theory to foster emotional connections, and strategically balancing information presentation methods are key to addressing the current trust crisis and content bottlenecks in “product recommendation” videos.