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。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.
随着电商平台的迅猛发展,社群消费作为一种新型消费模式逐渐崭露头角。本文基于社会认同理论,探讨了电商平台下社群消费心理的特征及其背后的机制。文章首先介绍了社会认同理论的概念及其核心维度,包括群体认同、社会比较和自我分类。接着,分析了电商平台社群消费行为的心理动因,如社群归属感、社群互动与KOL信任及推荐、社会比较的影响。此外,本文还探讨了社群消费中的心理效应,包括情感认同、群体规范、损失厌恶。这些心理效应深刻地影响消费者的购买决策和行为。最后,文章强调理解这些心理效应对于电商平台的营销策略制定至关重要,有助于提升消费者体验和品牌忠诚度。通过对电商平台下社群消费心理的深入研究,为电商平台的营销策略提供了新的视角,为社群经济的理论和实践提供了新的启示,理解社群认同对消费者行为的影响,有助于平台优化用户体验和提升用户黏性。With the rapid development of e-commerce platforms, community consumption has gradually emerged as a new consumption model. Based on Social Identity Theory, this paper explores the characteristics of community consumption psychology and the underlying mechanisms on e-commerce platforms. The article first introduces the concept of Social Identity Theory and its core dimensions, including group identity, social comparison, and self-categorization. It then analyzes the psychological drivers of community consumption behavior on e-commerce platforms, such as community belonging, community interaction, trust in KOLs (Key Opinion Leaders) and their recommendations, and the influence of social comparison. Additionally, this paper discusses the psychological effects in community consumption, including emotional identity, group norms, and loss aversion. These psychological effects profoundly influence consumers’ purchasing decisions and behaviors. Finally, the article emphasizes the impo
