电商直播营销下女性消费异化及治理路径研究

On the Alienation of Female Consumption and Governance Path under E-commerce Live Streaming Marketing

在数字化浪潮的推动下,电商直播营销以其独特的互动性和便捷性,迅速崛起为一种颠覆传统的商业模式。女性消费者在其中扮演着双重角色,她们不仅是推动消费增长的主力军,也是消费符号体系构建的关键力量。然而,在电商直播营销下女性消费者的消费体验呈现出复杂化趋势,消费形式与日常生活紧密融合,消费异化现象更加隐蔽,形成了新的异化特征。为了应对这一现象,需要完善综合治理路径,加强网络市场监管,提升女性消费者的审美意识,倡导构建生态化的消费环境,从而促进电商直播行业的健康发展,营造理性和谐消费环境,推动消费社会的可持续进步。

Driven by the wave of digitalization,e-commerce live streaming marketing has rapidly emerged as a business model that subverts tradition with its unique interactivity and convenience.Female consumers play a dual role in it as the main force to promote consumption growth and a key force in the construction of consumer symbol system.However,the consumption experience of female consumers under e-commerce live streaming marketing shows a trend of complexity,the form of consumption is closely integrated with daily life,and the phenomenon of consumption alienation has become more insidious,forming new alienation characteristics.The formation of female consumption alienation is the result of the interweaving of multiple factors,including the evolution of social culture,the innovation of marketing strategies,and the diversification of individual female psychological needs.To cope with this phenomenon,it is necessary to improve the comprehensive governance path,strengthen the network market supervision,enhance the aesthetic awareness of female consumers,and advocate the construction of an ecological consumption environment,so as to promote the healthy development of e-commerce live streaming industry,create a rational and harmonious consumption environment,and promote the sustainable progress of the consumer society.