从情感共振到信任建构：数字技术嵌入电商行为转化的多路径机制研究

From Emotional Resonance to Trust Construction: A Study on the Multi-Path Mechanisms of Digital Technology Embedded in the Transformation of E-Commerce Behavior

摘要: 在数字经济快速发展的背景下，电商平台正由信息驱动向技术驱动转型，用户行为转化呈现出情感化与信任化特征。文章基于情感与信任双重中介视角，探讨数字技术嵌入电商场景对用户行为转化的影响机制。通过整合情感传染理论、信任理论与价值共创理论，构建“数字技术嵌入–情感共振–信任建构–行为转化”的多路径分析框架。研究发现：数字技术通过增强互动性与沉浸体验提升用户情感共振水平，从而促进冲动性与参与性消费行为；同时，通过提高信息透明度与可追溯性强化信任建构，降低交易不确定性，提升购买转化率。此外，情感共振与信任建构在数字技术与行为转化之间发挥协同中介作用，形成多路径驱动机制。文章从多机制整合视角解释数字技术驱动电商行为的内在逻辑，为相关研究提供了系统分析框架。

Abstract: In the context of the rapid development of the digital economy, e-commerce platforms are shifting from information-driven to technology-driven models, and user behavioral conversion is characterized by emotional and trust-oriented features. This study explores the impact mechanisms of digital technology embedding in e-commerce settings on user behavioral conversion from a dual mediation perspective of emotion and trust. By integrating emotional contagion theory, trust theory, and value co-creation theory, a multi-path analytical framework of “digital technology embedding - emotional resonance - trust construction - behavioral conversion” is constructed. The results indicate that digital technology enhances users’ emotional resonance by strengthening interactivity and immersive experience, thereby promoting impulsive and participatory consumption behaviors. Meanwhile, digital technology improves information transparency and traceability to reinforce trust construction, reduce transaction uncertainty, and improve purchase conversion rates. Furthermore, emotional resonance and trust construction play a synergistic mediating role between digital technology and behavioral conversion, forming a multi-path driving mechanism. This study provides a systematic analytical framework for understanding the underlying logic of technology-driven e-commerce behavior from an integrated multi-mechanism perspective to support related research.