Research On The Impact Of Douyin E-commerce Live Broadcast On Users’ Irrational Consumption

Under the background of the epidemic,e-commerce live broadcasting has developed rapidly,but the irrational consumption phenomenon of users caused by live broadcasting cannot be ignored.Many live broadcast rooms use false propaganda,mercenary swiping,etc.to create an atmosphere of panic buying.Users are affected by various factors such as scene atmosphere,promotion strategies,and other people’s evaluations,resulting in irrational consumption.The irrational consumption of users makes personal life,anchor quality,business operation and other aspects deviate from the healthy development track,which is not conducive to the coordination and stability of the market economic order.Studying the influencing factors and importance of Douyin e-commerce live broadcast on users’ irrational consumption,and exploring ways and methods to avoid users’ irrational consumption,have important theoretical and practical significance for regulating the e-commerce live broadcast ecology.On the basis of sorting out the existing literature at home and abroad,this paper watched 100 Douyin e-commerce live broadcasts,combined with content analysis method to analyze the content characteristics of Douyin e-commerce live broadcast,and analyzed the effect of Douyin e-commerce live broadcast on users’ irrational consumption.The main influencing factors are divided into five dimensions:platform personalization,anchor attraction,promotion temptation,interactive ritual sense and scene immersion.597 valid questionnaires were collected through questionnaires,and SPSS26.0 and AMOS26.0 were used for data analysis to verify Whether each factor is positively affecting users’ irrational consumption.On this basis,the influence degree of different factors on users’ irrational consumption is studied through the analytic hierarchy process,and an index system of the influence of Douyin e-commerce live broadcast on users’ irrational consumption is constructed,and an empirical analysis of the index system is carried out to verify whether it is scientifically sound.Finally,on the basis of empirical research results in many aspects,suggestions and strategies for promoting the healthy and orderly development of the e-commerce live broadcast industry are put forward in view of the negative impact of users’ irrational consumption.Research shows that platform personalization,anchor attraction,promotion temptation,interactive ritual sense and scene immersion all have a positive impact on users’ irrational consumption,and the order of influence is: promotion temptation > scene immersion > anchor attraction >Interactive ritual sense>Platform personalization.The irrational consumption of users has brought negative impacts such as weakened rational judgment,increased unanticipated costs,and breeding of unfair competition to individuals,hosts,merchants,platforms and regulatory authorities.Promotion strategies,popularization of consumer education and other aspects should be considered to avoid users’ irrational consumption,help consumers develop healthy consumption concepts,and jointly build a benign e-commerce live broadcast ecosystem.