A Study on the Construction of Livestream E-Commerce Marketing Strategy from the Perspective of Consumer Psychology Mechanism

深入剖析直播电商对消费心理的复杂影响，揭示了其双刃剑效应。研究发现，直播电商通过即时反馈循环、多模态信息轰炸和主播话术等机制，刺激多巴胺释放，诱导冲动消费，同时引发从众心理和决策疲劳。这种消费模式虽能激发市场活力，但也导致消费者自我认知偏差、财务风险累积及社会价值观扭曲等问题，需通过加强消费教育、优化营销模式、完善退货机制和营造理性消费文化等多维度介入路径，引导直播电商回归商品使用价值本源，实现商业价值与社会效益的平衡发展。This study deeply analyzes the complex impact of livestream e-commerce on consumer psychology and reveals its double-edged sword effect. Research shows that livestream e-commerce, through mechanisms like real-time feedback loops, multimodal information overload, and streamer scripts, stimulates dopamine release, inducing impulsive buying. It also triggers herd mentality and decision fatigue. While this consumption pattern boosts market vitality, it also leads to consumer self-cognition bias, accumulated financial risks, and distorted social values. To address these issues, we need to guide livestream e-commerce back to focusing on product use value and achieve balanced commercial and social development. This requires multi-pronged interventions, including consumer education, marketing optimization, better return policies, and promoting rational consumption culture.