营销传播视角下的直播电商: 研究述评与展望

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 450 high-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.