社会认同理论视角下的游戏电商成功路径

The Successful Pathways in Game E-Commerce from the Perspective of Social Identity Theory

摘要: 近年来，随着直播电商和游戏直播的快速发展，游戏电商成为了新兴的商业模式之一。本文从社会认同理论出发，分析了游戏电商成功的内在路径。社会认同理论强调个体在群体中的归属感对其行为的深远影响。本研究发现，游戏电商成功的关键因素之一在于粉丝社群的认同感和主播的影响力。通过对游戏直播平台的分析，研究了主播与观众之间的互动、粉丝文化的影响、以及观众的消费行为模式。此外，研究还探讨了品牌通过与主播合作、构建品牌与粉丝社群的认同关系，推动电商转化的路径。研究结果表明，游戏电商成功不仅依赖于商品的质量和价格，还需要通过社会认同机制促进消费者的参与和购买行为。

Abstract: In recent years, with the rapid development of live-streaming e-commerce and game live-streaming, game e-commerce has emerged as one of the new business models. This paper analyzes the internal pathways to the success of game e-commerce through the lens of Social Identity Theory. Social Identity Theory emphasizes the profound impact of an individual’s sense of belonging within a group on their behavior. The study finds that one of the key factors contributing to the success of game e-commerce is the sense of identification within fan communities and the influence of streamers. By analyzing game live-streaming platforms, the research explores the interaction between streamers and viewers, the impact of fan culture, and the consumption behavior patterns of viewers. Furthermore, the study examines how brands, through collaborations with streamers and the establishment of a relationship of identification between the brand and the fan community, can drive e-commerce conversion. The findings suggest that the success of game e-commerce relies not only on product quality and price but also on leveraging social identity mechanisms to promote consumer participation and purchasing behavior.