符号的消费与身份的建构：直播电商中的群体互动与认同研究

The Consumption of Symbols and the Construction of Identity: A Study on Group Interaction and Identity Formation in Live Streaming E-Commerce

摘要: 直播电商作为重要的社会文化现象，其运作逻辑需要超越表象进行理论阐释。本文从社会学理论视角出发，通过整合符号消费理论、互动仪式链理论等经典框架，构建了“符号–仪式–认同”的理论分析模型。研究揭示，直播电商是一个符号化仪式场域，主播通过符号编码将商品转化为身份象征，借助互动仪式激发情感能量，最终引导消费者通过购买行为完成身份建构与群体认同。研究进一步批判性指出，这一过程暗含商业权力操纵、数字异化等现代性困境。本文为理解数字时代的消费文化与认同感提供了理论借鉴。

Abstract: Live-streaming e-commerce, as an important social and cultural phenomenon, requires theoretical interpretation beyond its surface appearance. This paper, from a sociological perspective, integrates classic frameworks such as the theory of symbolic consumption and the theory of interaction ritual chains to construct a theoretical analysis model of “symbol-ritual-identity”. The research reveals that live-streaming e-commerce is a symbolic ritual field where hosts transform products into status symbols through symbolic encoding, and stimulate emotional energy through interactive rituals, ultimately guiding consumers to complete identity construction and group identification through purchasing behavior. The research further critically points out that this process implies modernity dilemmas such as commercial power manipulation and digital alienation. This paper provides theoretical reference for understanding consumption culture and identity in the digital age.