直播带货背后的消费异化及消解途径

The Way of Consumption Alienation and Resolution behind Live Streaming with Goods

随着现代信息数字技术的发展,尤其受前几年疫情包围大环境的加速影响,网络直播带货井喷式发展伴随着大量消费者的参与购买。这样的消费背景下,消费者在网络购物中诱发了“虚假需求”并陷入了消费主义的异化困境,导致了对消费的失判。试研究网络直播带货背景下消费异化的现象,分析产生消费异化的诱因,并从多维度研究其矫治途径。

With the development of modern information and digital technology, especially by the accelerated influence of the general environment surrounded by epidemics in the past few years, the blowout development of webcasting with goods has been accompanied by a large number of consumers participating in the purchase. Under such a consumption background, consumers have induced “false demand” and fallen into the alienation dilemma of consumerism in online shopping, which has led to the misjudgement of consumption. This study examines the phenomenon of consumer alienation in the context of online live broadcasting, analyzes the triggers of consumer alienation, and examines the ways of correcting it from a multi-dimensional perspective.