摘要
随着社会经济的发展和互联网技术的进步,人们的消费需求持续升级、消费方式愈发多元、消费水平不断提升。直播带货模式打破了传统销售形态,成为新时代的消费热潮,极大改变了消费者的消费行为。与此同时,直播带货的火爆也引发了非理性消费、消费权益受损、生活习惯亚健康化等问题。究其原因,主要在于当前对直播带货的规范力度不足、监督机制尚未健全等,亟须尽快规范直播带货,引导消费者形成健康的消费观。基于此,本文提出优化直播带货的相关策略,以供参考。
With the development of the socio-economic environment and advances in Internet technologies,consumer demand has been continuously upgrading,consumption patterns have become increasingly diversified,and consumption levels have steadily risen.The live-streaming e-commerce model has broken traditional sales patterns,emerging as a new consumption trend that has profoundly changed consumer behavior.At the same time,the popularity of live-streaming sales has also led to issues such as irrational consumption,infringement of consumer rights,and suboptimal lifestyle habits.The underlying reasons primarily include insufficient regulation of live-streaming e-commerce and the lack of a comprehensive supervision mechanism.Therefore,there is an urgent need to standardize live-streaming sales and guide consumers toward forming healthy consumption attitudes.Based on this,the study proposes relevant strategies to optimize live-streaming e-commerce for reference.
作者
贾子漪
Jia Ziyi(School of Marxism Studies,Xinyang Normal University,Xinyang,Henan 464000)
出处
《中国商论》
2025年第16期58-61,共4页
China Journal of Commerce
关键词
直播带货
消费者
消费观
现象整治
消费行为
live-streaming marketing
consumers
consumption concept
phenomenon rectification
consumption behaviors
