电商直播中数据要素的价值创造路径研究

Research on the Value Creation Paths of Data Elements in E-Commerce Live Streaming

摘要: 电商直播已成为数字经济中最活跃的商业形态之一，数据贯穿其价值创造的全过程。文章将数据要素价值化的理论框架引入电商直播场景，首先梳理了电商直播中数据要素的五种类型(用户画像数据、实时互动数据、交易转化数据、主播行为数据、供应链数据)及其特征，继而以“数据资源化–数据资产化–数据商品化–数据资本化”四阶段框架为分析工具，系统解析数据要素在电商直播价值创造各环节中的作用机制。研究发现，电商直播场景因其多主体共在、实时交互和多模态数据同步产生等特征，构成了数据要素价值化的高效场域；数据要素的价值创造遵循四阶段递进逻辑，但各阶段之间并非线性递进而是动态循环。同时，数据质量失真、平台数据孤岛、隐私保护约束和数据能力非均衡分布构成了制约价值充分释放的主要挑战。

Abstract: E-commerce live streaming has become one of the most dynamic business forms in the digital economy, with data permeating the entire process of value creation. This paper introduces the theoretical framework of data element valorization into the e-commerce live streaming scenario. It first categorizes data elements in e-commerce live streaming into five types: user profile data, real-time interaction data, transaction conversion data, streamer behavior data, and supply chain data, and outlines their characteristics. Then, using the four-stage framework of “data resourcization - data assetization - data commodification - data capitalization” as an analytical tool, it systematically examines the mechanisms through which data elements contribute to value creation at each stage. The study finds that e-commerce live streaming, characterized by multi-actor co-presence, real-time interaction, and simultaneous generation of multimodal data, constitutes a highly efficient field for data element valorization, with data element value creation following a four-stage progression and the stages forming a dynamic cycle rather than a linear progression. Furthermore, data quality distortion, platform data silos, privacy protection constraints, and uneven distribution of data capabilities are identified as the main challenges constraining the full release of data element value.