直播消费旅程中消费者信任的动态演化机制与路径

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中图分类号：F49 文献标志码：A 文章编号：1672-1012（2025）03-0057-07

Abstract： Livestreaming rooms constitute not only a physical space but also a social space. As issues in livestreaming become increasingly prominent， consumer trust in livestreaming faces a deepening crisis.Based on the Stimulus-Organism-Response （S-O-R） theory and the Engel-Blackwell-Miniard （EBM）model of consumer behavior，this paper delves into the interactive relationships among consumers，hosts，and livestreaming platforms within these rooms，revealing the dynamic evolutionary mechanism of consumer trust. It finds that consumer trust undergoes a hierarchical progresson through distinct stages：identity trust $$ information trust $$ behavioral trust $$ loyalty trust $$ emotional trust. Building on this framework，the study elucidates the dynamic evolutionary path of consumer trust across five stages of the livestreaming consumption journey： capturing attention， value perception， decision formation，consumption experience，and deep connection.It also identifies factors influencing this hierarchical progresson of trust. The findings provide insights for rebuilding consumer trust in livestreaming and fostering a healthier livestreaming ecosystem.

Key words： livestreaming；consumption journey；consumer； trust； dynamic evolution

一、问题的提出

《第53次中国互联网络发展状况统计报告》显示，截至2023年底，中国网络直播用户达8.16亿人，占网民总数的 74.7% 。（剩余10658字）