“Earthy Marketing”: A Study on the Path of Trust Building in Rural E-Commerce in Short Video Platforms

随着数字经济的深度发展，尽管乡村电商得到了不同程度的发展，却仍存在着“三重信任危机”的困境。本文以“土味”营销的文化策略为切入点，通过参与观察发现，“土味营销”通过如方言互动、场景真实化、身体展演等去技术化的专业性表演、拟亲属关系的话语实践和地方性符号的仪式化展演三重文化策略路径，得以增强消费者的“熟人关系”与“地方感”，从而建立了非标准化农产品的消费信任。这些文化策略有着一定的经济效应，但也存在隐形的风险挑战。基于此，本研究提出“制度–技术–伦理”协同治理框架，通过制度优化、技术赋能以及伦理重构实现经济赋能以及乡村文化运用与保护的动态平衡，为乡村电商信任机制的文化路径提供了新解释，有助于乡村电商产业的可持续发展。With the deep development of digital economy, although rural e-commerce has been developed to different degrees, there still exists the dilemma of “triple crisis of trust”. This paper takes the cultural strategy of “local flavour” marketing as an entry point, and through participatory observation, we find that “local flavour marketing” can enhance consumers’ trust through the triple cultural strategy paths of dialect interaction, scene realisation, body performance and other de-technical professional performances, discourse practice of kinship and local symbols. Through the triple path of cultural strategies such as dialect interaction, scene realisation and body performance, discursive practice of kinship and ritualised performance, “local flavour marketing” has been able to enhance consumers’ “acquaintance relationship” and “sense of place”, thus building up the consumer trust of non-standardised agricultural products. This cultural strategy has certain economic effects, but there are also hidden risks and challenges. Based on this, this study proposes a synergistic governance framework of “system-technology-ethics”, which achieves a dynamic balance between economic empowerment and the use and protection of rural culture through institutional optimisation, technological empowerment and ethical reconstruction, and provides a new explanation of the cultural path of rural e-commerce trust mechanism, which can help the rural e-commerce industry to build up trust in non-standardised agricultural products. It provides a new explanation for the cultural path of rural e-commerce trust mechanism, which is helpful for the sustainable development of rural e-commerce industry.