消费心理学视角下“直播带货”火爆的原因
The Reasons for the Popularity of “Live Streaming Sales” from the Perspective of Consumer Psychology

中国电商直播源起于2016年，目前正处于行业的爆发式增长阶段，交易规模不断增长，“直播带货”发展势头迅猛，公众热度居高不下。作为当前最流行销售方式，其火爆的原因值得探究。本文从心理学的角度对“直播带货”火爆的原因进行了探讨，首先简述了“直播带货”的发展现状，以消费者的行为动机为切入点，进一步分析了其中所蕴含的消费心理学知识，总结出“直播带货”火爆的原因与消费者的情感动机、理智动机、惠顾动机、社会动机等方面密切相关，最后根据“直播带货”的现状给出相应建议并进行总结。
China’s e-commerce live streaming originated in 2016 and is currently in a stage of explosive growth in the industry. The transaction scale continues to grow, and the development momentum of “live streaming sales” is rapid, with high public popularity. As the most popular sales method currently, the reasons for its popularity are worth exploring. This article explores the reasons for the popularity of “live streaming sales” from a psychological perspective. Firstly, it briefly describes the current development status of “live streaming sales”, and takes consumer behavior motivation as the starting point to further analyze the consumer psychology knowledge contained therein. It is concluded that the reasons for the popularity of “live streaming sales” are closely related to consumer emotional motivation, rational motivation, patronage motivation, social motivation, and other aspects, Finally, based on the current situation of “live streaming sales”, provide corresponding suggestions and summarize them. Finally, based on the current situation of “live streaming sales”, provide corresponding suggestions and summarize them.