On the Alienation of Female Consumption and Governance Path under E-commerce Live Streaming Marketing
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.
live streaming e-commercefemale consumptionconsumption alienationgovernance paths
万方数据
维普
