当代经济管理2026，Vol.48Issue(1)：31-42,12.DOI:10.13253/j.cnki.ddjjgl.2026.01.004
网络主播合法性建构与数字化盈利的可持续性分析
Analysis of the Legitimacy Construction of Live Streamers and the Sustainability of Their Digital Monetization
摘要
Abstract
Live streamers are an important product of the digital economy era.Studying the sustainability of their digital monetization is of great signifi-cance for improving China's employment ecosystem and activating economic development vitality.Based on the legitimacy theory,this paper builds an analytical framework of"basis of legitimacy construction-strategies of legitimacy construction-sustainability of digital monetization"for live streamers and empirically validates it through multiple typical cases in the field of professional anti-counterfeiting.The research shows that individual characteristics,including educational background,professional experience,personal experience,and social resources,constitute the resource basis for the legitimacy construction of live streamers;live streamers will construct legitimated output strategies suitable for themselves,including policy-dominated,society-dominated,and compound types;different legitimacy construction strategies will form differentiated risk resistance capabilities and ultimately affect the sustainability of digital monetization of live streamers.The essence of digital monetization of live streamers is to drive traffic and monetize through crea-ting public opinions.This digital monetization method has both advantages and disadvantages for social governance.In the future,an inclusive network governance framework should be established to guide the healthy development of the live streaming industry by establishing institutionalized channels for positive effects,improving systematic control mechanisms for negative risks,and enhancing public media literacy.关键词
数字经济/网络主播/合法性建构/可持续性/制造舆论Key words
digital economy/live streamers/legitimacy construction/sustainability/creating public opinions分类
管理科学引用本文复制引用
Zhu Kan,Yang Huilian..网络主播合法性建构与数字化盈利的可持续性分析[J].当代经济管理,2026,48(1):31-42,12.基金项目
国家社会科学基金一般项目"基层公共安全治理模式转型的多维困境与政策优化研究"(24BZZ027) （24BZZ027）
教育部人文社会科学研究青年基金项目"社会智库参与公共政策的效果测度、影响因素与优化路径研究"(22YJC630023) （22YJC630023）
深圳职业技术学院校级重点课题"R&D税收政策的最优支持力度研究"(6021310001S). （6021310001S）
