从“人找货”到“货找人”：AI购物助手作为消费入口的传播逻辑研究——以千问、豆包为例

From “People Searching for Goods” to “Goods Finding People”: A Study of the Communication Logic of AI Shopping Assistants as Consumption Gateways—A Case Study of Qwen and Doubao

摘要: AI购物助手正升级为新型消费智能体，深刻重塑电商入口格局。文章以阿里千问与字节跳动豆包为案例，从技术可供性、人机交互与算法想象三重理论视角，分析AI购物助手作为消费入口的传播逻辑。研究发现，AI购物助手实现了从“搜索框”到“对话框”的入口范式转换，推动了从“人找货”到“货找人”的根本性转变；自然语言界面降低了用户决策门槛，但更多作为传统搜索的补充；推荐的话语权从搜索引擎和电商平台向AI助手转移，形成新的算法话语权格局；AI作为“中介者”压缩了消费传播链，但生态协同与平台壁垒的博弈持续影响行业发展。研究揭示了AI购物时代消费传播逻辑的深层变迁，为理解AI驱动下的电商入口变革提供了传播学分析框架。

Abstract: AI shopping assistants are evolving into a new type of consumption agent, profoundly reshaping the landscape of e-commerce entry points. Taking Alibaba’s Qwen and ByteDance’s Doubao as case studies, this paper analyzes the communication logic of AI shopping assistants as consumption gateways from three theoretical perspectives: technological affordances, human-computer interaction, and algorithmic imaginary. The findings reveal that AI shopping assistants have enabled a paradigm shift in entry points from the “search box” to the “dialog box”, driving a fundamental transformation from “people finding goods” to “goods finding people”. The natural language interface lowers users’ decision-making barriers but largely serves as a supplement to traditional search. The discourse power of recommendation is shifting from search engines and e-commerce platforms to AI assistants, forming a new pattern of algorithmic discursive authority. AI as an “intermediary” compresses the consumption communication chain, yet the contest between ecosystem collaboration and platform barriers continues to shape industry development. This paper uncovers the deep-seated changes in consumption communication logic in the era of AI shopping, offering a communication studies analytical framework for understanding the transformation of e-commerce entry points driven by AI.