社会认同理论视角下直播间群体消费行为的动因分析

The Driving Factors of Group Consumption Behavior in Live Streaming: Through the Lens of Social Identity Theory

摘要: 本文基于社会认同理论视角，对网络直播间中群体消费行为的动因进行深入分析。研究指出，直播间观众的消费行为(如刷礼物)不同于传统以实用价值为目的的购物模式，而是一种寻求身份认同与社群归属的符号性实践。主播作为互动的主导者，通过运用一些拟亲缘话语构建群体区隔、利用PK模式制造群体间冲突，以及通过点灯牌和会员制等仪式将陌生关系转换为次级关系甚至是初级关系等策略，成功建构并强化了观众的内群体认同。在这种动态的社会认同机制下，消费行为成为用户确认群体资格、获得主播关注、提升社群内部声望的关键手段。最终，这种在互动中建构起的情感联系与群体归属感，直接转化为对主播的高度信任与情感依赖，进而激发了观众的购买欲望，实现了从情感认同到消费行为的转化。

Abstract: Based on the perspective of Social Identity Theory, this study conducts an in-depth analysis of the driving factors behind group consumption behavior in live streaming rooms. The research indicates that consumption behaviors of live streaming audiences (such as sending virtual gifts) differ from traditional shopping models focused on practical value; instead, they represent symbolic practices aimed at seeking identity recognition and community belonging. As the dominant participants in interactions, streamers successfully construct and reinforce viewers’ in-group identity through various strategies, including using quasi-kinship discourse to establish group boundaries, employing PK modes to create intergroup conflicts, and implementing rituals like badge-lighting and membership systems to transform stranger relationships into secondary or even primary group connections. Within this dynamic social identity mechanism, consumption behavior becomes a key means for users to confirm group membership, gain streamer attention, and enhance their prestige within the community. Ultimately, the emotional connections and sense of group belonging built through these interactions are directly translated into high levels of trust and emotional dependence on the streamer, thereby stimulating viewers’ purchase intention and realizing the transformation from emotional identification to consumption behavior.