电商直播应用能否提升企业市场表现？

——基于AI数字人视角

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关键词：电商直播；市场表现;AI数字人；文本分析法；Word2Vec中图分类号：F713.36；F724.6；F274 文献标识码：Adoi：10.3969/j.issn.1672-2272.202512066

Can E-commerce Live Streaming Applications Enhance Corporate Market Performance？ From the Perspective of AI Digital Human

Peng Wenchao’，Cheng Mengmengl，Zhang Yingchun² （1. School of Economics and Management，Qinghai Minzu University，Xining 81ooo7，China; 2.Business School，Qinghai Institute of Technology，Xining 8lOol6，China）

Abstract：Amidst the deep integration of artificial intelligence （AI） technologies empowering marketing，the impact mechanism of e-commerce livestreaming as an emerging channel on corporate market performance，as well as the role played by the burgeoning AI digital human industry，has become a crucial issue demanding empirical validation. Using Chinese listed firms from 2011 to 2024 as the research sample，this study analyzes the influence of e-commerce livestreaming applications on corporate market performance from the perspective of AI digital human avatars.The findings reveal that：Ecommerce livestreaming applications significantly enhance corporate market performance. Increased public attention and optimized operational capacity serve as two key mediating pathways through which livestreaming boosts market performance. AI digital human technology and applications exert a significantly positive moderating efect. Heterogeneity analysis indicates that these positive efects are not significant for SMEs or firms lagging in digital transformation. This research not only uncovers the intrinsic mechanism by which e-commerce livestreaming enhances market performance and highlights the pivotal enabling role of AI digital human avatars， but also highlights the prevalent corporate issues of short-sighted reliance on traffic and strategic underutilization of data elements. Furthermore，it provides theoretical reference and practical guidance for managers in deploying livestreaming marketing strategies and deepening digital transformation.

Keywords ：e-commerce live streaming；market performance；AI digital human；textual analysis；word2Vec

0 引言

随着数字技术和电子商务的迅猛发展，电商直播已成为企业获取流量、扩大销量和提升品牌影响力的重要手段，成为商业营销的新常态[1]。（剩余13360字）