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.
关键词
直播电商/女性消费/消费异化/治理路径
Key words
live streaming e-commerce/female consumption/consumption alienation/governance paths
维普
万方数据