营销传播视角下的直播电商:研究述评与展望

Live Streaming E-Commerce from the Perspective of Marketing Communication:A Review and Prospects

中文关键词:  直播电商  直播带货  直播购物  营销传播  互动营销

英文关键词:live streaming e-commerce  live commerce  live shopping  marketing communication  interactive marketing

中文摘要:

      近年来,直播电商已成为数字营销的重要模式,吸引了学术界的广泛关注。然而,现有研究多从单一视角出发,缺乏系统性探讨,尚未形成完整的理论框架。基于营销传播视角,采用系统性文献综述方法,梳理了2018—2024年450篇中英文高水平文献。研究发现,直播电商传播涉及传播主体、传播渠道、传播内容与受众四大核心维度,四者共同影响传播效果。具体而言:传播主体研究丰富,且初步建立了“内生特质—能力素养—身份类型”的递进结构；传播渠道研究已由静态分类走向动态适配与系统建构,强调平台机制与多元路径协同；传播内容研究从静态信息的梳理发展到动态交互关系的构建,传播内容逐渐成为连接主播与受众的关键中间环节；受众研究则从群体特征出发,系统考察了感知与心理机制对消费行为的影响。总体来看,直播电商传播研究正走向机制建构与系统整合。未来应进一步推动四维协同联动,关注内容与渠道的双向作用机制,深化四个维度之间的互动关系,以提升理论解释力与实践指导力。

英文摘要:

      In recent years, live streaming e-commerce (LSE) has emerged as a critical digital marketing modality, drawing significant scholarly interest. However, existing research predominantly adopts a single perspective, lacking systematic investigation and a cohesive theoretical framework. Anchored in the marketing communication perspective, this research conducts a systematic literature review of 450high-quality Chinese and English publications from 2018 to 2024. The analysis identifies four core dimensions of LES communication-communicator, channel, content, and audience-which collectively shape communication effectiveness. Specifically,studies on communicators are extensive, forming a progressive framework centered around “inherent traits-competencies-identity types”; studies on communication channels have transitioned from static classification to dynamic adaptation and systematic construction, with a focus on platform mechanisms and multi-path synergy; studies on communication content has evolved from the analysis of static information to the construction of dynamic interactive relationships, and content has gradually become a critical intermediary connecting communicators and audience; studies on audience, grounded in group characteristics, systematically investigate the influence of perception and psychological mechanisms on consumer behavior. Overall, studies on LSE are advancing toward the construction of mechanisms and the integration of systems. Future studies should further facilitate synergistic interactions among the four dimensions, investigate the bidirectional mechanisms between content and channels, and deepen the understanding of their interrelationships to enhance both theoretical explanatory power and practical applicability. 