符号消费视角下电商直播中消费者的身份建构机制研究

Research on the Mechanisms of Consumer Identity Construction in E-Commerce Live Streaming from the Perspective of Symbolic Consumption

摘要: 随着电商直播在中国数字经济体系中的快速发展，消费行为逐渐从以功能满足为核心，转向以符号意义与身份表达为导向。本文为理论研究与概念性分析，研究基于符号消费理论、身份建构理论与准社会互动理论，以电商直播情境为研究对象，对电商直播中的消费实践进行理论整合，系统分析消费者身份建构的运行机制。本文认为，电商直播通过主播人设与商品的符号编码、仪式化的互动结构以及对理想自我的持续投射，使消费行为超越单纯的经济决策，转变为一种具有社会意义的身份实践。消费者在直播间中借助情感共鸣、群体参与与心理认同，完成对自我身份的确认与强化。与此同时，符号操纵与算法推荐的叠加作用，也可能引发过度消费、身份固化与信息茧房等异化问题。基于此，本文从平台治理与消费者认知两个层面提出相应的调适路径，以期为理解数字经济背景下的消费心理及电商直播的规范发展提供理论参考。

Abstract: With the rapid expansion of e-commerce live streaming in China’s digital economy, consumption has gradually shifted from a function-oriented practice to one centered on symbolic meaning and identity expression. Drawing on symbolic consumption theory, identity construction theory, and parasocial interaction theory, this paper examines e-commerce live streaming as a specific consumption context and systematically analyzes the mechanisms through which consumer identities are constructed. This paper believes that through symbolic encoding linking streamers’ personas with products, ritualized interactive practices, and continuous projection of the ideal self, consumption in live streaming environments transcends mere economic decision-making and becomes a form of socially meaningful identity practice. Consumers construct and reinforce their self-identities through emotional resonance, group participation, and psychological identification within live streaming spaces. At the same time, the combined effects of symbolic manipulation and algorithmic recommendation may lead to risks such as excessive consumption, identity fixation, and information cocoons. In response, this paper proposes corresponding regulatory and adaptive strategies at both the platform and consumer levels, aiming to provide theoretical insights into consumer psychology in the digital economy and the normative development of e-commerce live streaming.