Analysis of the Impact Mechanism and Policy Recommendations for Consumer Welfare in the Context of Live-Streaming E-Commerce

消费作为经济活动的重要组成部分，对我国的经济发展有着至关重要的作用。而随着数字经济和通信技术的发展，直播电商成为我国消费者越来越依靠的一种购物方式。电商直播作为近些年出现的一种新兴购物模式，已经深刻改变了我国消费者消费方式和消费习惯，同时也对消费者福利产生了深刻的影响。从总体上来看，直播电商购物模式与传统的线下门店购物属于竞争关系，因此需要分析直播电商对于我国消费者福利的总量上的影响，即电商直播的兴起是否意味着传统线下门店的没落？根据理论分析，直播电商的发展并不会取代线下门店，反而是对购物方式的拓展。因此，直播电商从总量上来说对于消费者福利是具有促进作用的。基于此，本文首先分析了当下经济环境下我国消费者福利的影响因素，其次再探讨了直播电商对于消费者福利的影响机制，最后基于以上分析提出相关建议，以此来更大程度发挥直播电商对于我国消费者福利的促进作用。As a crucial component of economic activity, consumption plays a vital role in China’s economic development. With the advancement of digital technologies and telecommunications, live-streaming e-commerce has become an increasingly relied-upon shopping method for Chinese consumers. As an emerging retail model in recent years, live-streaming e-commerce has profoundly reshaped consumers’ shopping behaviors and habits while significantly influencing consumer welfare. Overall, the live-streaming shopping model and traditional offline retail stores exist in a competitive relationship. Thus, it is necessary to analyze the aggregate impact of live-streaming e-commerce on consumer welfare in China—specifically, whether the rise of live-streaming e-commerce heralds the decline of traditional brick-and-mortar stores. Theoretical analysis suggests that the development of live-streaming e-commerce will not replace offline stores but rather supplement shopping channels, thereby expanding consumer choices. Consequently, live-streaming e-commerce enhances consumer welfare in aggregate terms. Based on this, this paper first examines the factors influencing consumer welfare in China’s current economic environment, then explores the mechanisms through which live-streaming e-commerce affects consumer welfare, and finally proposes recommendations to further amplify its positive impact on consumer welfare.