Analysis of the Boom in Live-Streaming Sales by Internet Celebrities

随着直播电商行业的蓬勃发展，人们对购物便捷化、精细化的需求不断加强。网络红人通过直播平台宣传、销售商品的营销模式已经成为电子商务的重要组成部分。本文通过对网红营销方式和消费者的消费心理两方面入手，探究直播带货为何火爆，并指出可能会带来的问题，对其提供相关建议。With the vigorous development of the live broadcast e-commerce industry, people’s demand for convenient and refined shopping has been continuously strengthened, and the marketing model of promoting and selling goods through live broadcast platforms has become an important part of e-commerce. This article explores why live streaming sales are popular through the two aspects of influencer marketing methods and consumers’ consumption psychology, points out the problems that may be brought about, and provides relevant suggestions for them.