社会资本理论视角下电商主播的信任变现路径——基于中外双案例的对比研究

刘洁岚; 林梦

doi:10.64549/jtii.v1i3.72

社会资本理论视角下电商主播的信任变现路径——基于中外双案例的对比研究

Authors

刘洁岚
林梦

DOI:

https://doi.org/10.64549/jtii.v1i3.72

Keywords:

社会资本, 电商主播, 信任变现, 直播电商, 案例研究, 中外对比

Abstract

本文基于社会资本理论视角，探究电商主播如何将粉丝信任转化为商业回报这一核心问题，以弥补现有研究缺乏统一理论框架与中外对比视角的不足。采用理论分析与双案例对比方法，选取中国"疯狂小杨哥"与美国"Kylie Jenner"作为典型案例，构建"信任—网络—规范"三维分析框架，并结合各种平台数据对二者的社会资本积累与变现机制进行深度比较。研究发现电商主播的商业变现本质上是社会资本的转化过程，遵循三维协同逻辑；中国模式以情感信任、强关系网络和情感互惠规范为核心，海外模式以认知信任、弱关系网络和身份互惠规范为核心；品牌化转型是实现社会资本长期沉淀的关键路径。研究创新在于提出四条有条件的理论命题，如"平台互动性越强，情感信任对即时转化的促进效应越显著"，将描述性归纳升级为具有解释力的理论判断。建议内容创作者树立长期经营意识、电商企业将主播社会资本纳入品牌资产管理、高校将相关理论纳入电商人才培养体系。

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社会资本理论视角下电商主播的信任变现路径——基于中外双案例的对比研究

社会资本理论视角下电商主播的信任变现路径——基于中外双案例的对比研究

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