电商利用消费者的从众心理进行直播带货  

E-Commerce Takes Advantage of Consumers’ Herd Mentality to Carry out Live Delivery

作　　者：李可心 康春燕 牛玉柏 

机构地区：[1]浙江理工大学理学院,浙江 杭州

出　　处：《电子商务评论》2025年第1期3726-3732,共7页E-Commerce Letters

摘　　要：随着科技的发展与进步,电商消费已经成为主要的消费方式之一。电商为消费者带来巨大便利的同时也带来了很多风险与挑战,从众心理便是其中较为重要的部分,在从众心理的作用下,消费者更加容易出现不理智的消费行为,例如超前消费、盲目从众等等,电商主播从而能够获得更大的经济效益。从众心理是一个复杂的社会心理现象,它既有积极的一面,也有潜在的危害。通过社会干预和个人努力,可以减少从众心理的负面影响,促进个体和社会的健康发展。本文从从众心理的角度进行分析,探讨电商是如何利用消费者的从众心理进行直播带货的,从众消费会造成哪些危害以及消费者应该如何避免从众做到理性消费。With the advancement and progress of technology, e-commerce consumption has emerged as one of the principal consumption modalities. While e-commerce offers substantial convenience to consumers, it concurrently brings numerous risks and challenges. The herd mentality constitutes a relatively significant aspect among them. Under the effect of the herd mentality, consumers are more prone to exhibit irrational consumption behaviors, such as excessive consumption in advance and blind conformity, thereby enabling e-commerce live-stream hosts to obtain greater economic benefits. The herd mentality is a complex social psychological phenomenon that possesses both positive aspects and potential hazards. Through social intervention and individual efforts, the negative influences of the herd mentality can be mitigated, facilitating the healthy development of both individuals and society. This paper conducts an analysis from the perspective of the herd mentality, exploring how e-commerce utilizes consumers’ herd mentality for live-streaming sales, what harms can be caused by herd consumption, and how consumers should avoid conformity and achieve rational consumption.

关 键 词：电商消费 直播带货 从众心理 理性消费 

分 类 号：F42[经济管理—产业经济]