Formation Mechanism and Legal Regulation Paths of Irrational Consumption Behavior in Live Streaming E-Commerce

直播电商通过场景化交互重构传统消费范式，在驱动数字经济扩容的同时，亦引发了非理性消费行为泛化与消费者权益保护的难题。本研究以需求驱动、认知决策、情境催化的三元分析框架，系统解析非理性消费行为的形成机制，揭示直播营销话术的情感操控、网红经济的符号价值建构以及饥饿营销的稀缺性制造对消费者理性决策的系统性消解。剖析消费者在直播氛围影响下作出非理性消费行为后的维权困境，并在此基础上提出针对性的法律规制路径，研究旨在为规范直播电商行业提供理论支撑与制度参照，推动数字经济法治化进程。Live streaming e-commerce reconfigures the traditional consumption paradigm through scenario-based interactions, and while driving the expansion of the digital economy, it also triggers the problems of irrational consumption behavior generalization and consumer rights protection. This study systematically analyzes the formation mechanism of irrational consumer behavior with the triadic analysis framework of demand-driven, cognitive decision-making, and context-catalyzed, and reveals the systematic dissolution of consumers’ rational decision-making by the emotional manipulation of live-streaming marketing rhetoric, the symbolic value construction of influencer economies, and the scarcity creation of starvation marketing. The study analyzes the dilemma of consumers’ rights after making irrational consumption behaviors under the influence of live broadcast atmosphere, and puts forward targeted legal regulation path on this basis, the study aims to provide theoretical support and institutional reference for regulating the live streaming e-commerce industry, and to promote the process of the rule of law in the digital economy.