Research On The Influence Of Web Celebrity Live Broadcast On Audience's Irrational Consumption Behavior

Network live broadcasting is a new application of streaming media technology.With the growing momentum of live broadcasting,e-commerce platforms have begun to sell live broadcasting as a way,and many online celebrities have started live broadcasting.Compared with the previous traditional sales mode,the live broadcast sales mode provided by e-commerce platform is a breakthrough to the traditional online shopping.The live broadcast of netred brings a new way of sales,which is convenient for people's life,but there are also many audiences who have irrational consumption behavior in the live broadcast.Based on SOR theory,psychological account theory,immersion theory and selective contact theory,this paper analyzes and studies the four hypotheses of consumers' irrational consumption behavior in the live broadcast of online Red by using the qualitative and quantitative research methods of in-depth interview and questionnaire survey.The results show that the attraction of commodity price,the construction of the image of the anchor,the interaction of user perception and the immersion of virtual environment are all positively related to the irrational consumption behavior of the audience in the field of online Red live broadcast.According to the above research,the following suggestions are put forward:for netred,it is necessary to put an end to excessive advertising,avoid false propaganda;prohibit the dissemination of money worship ideas,and resist the extravagant trend.For the audience,it is necessary to correctly understand the autonomy of the network field,enhance the self-control ability,exercise the ability of delay to meet,make a reasonable plan for money,return to real life,and rationally recognize the essence of "entertainment".This paper tries to help the audience to understand the influence of online Red live broadcast on irrational consumption behavior through the research on the influence of online Red live broadcast on irrational consumption behavior,control their own consumption desire in the subsequent consumption behavior,carry out rational consumption,and really benefit from online Red live broadcast.