Research on Social Comparison Theory in the Era of Live E-commerce

Zebang Deng

《Frontiers in Economics and Management》 3卷4期 (2022/04) Pp. 573-578

https://doi.org/10.6981/FEM.202204_3(4).0075

摘要

The evolution and evolution of media is changing with each passing day. In just a few decades, the market share of traditional mass media represented by TV, radio and newspapers has been shrinking. At the same time, media with social functions has become more and more popular in various Internet platforms. Sprout. Pan-entertainment live broadcast is a combination of media technology and grass-roots culture. The anchor obtains ＂rewards＂ from users through semi-performative emotional labour and brings goods through live broadcast. The process of live broadcast delivery hides the struggle of multi-dimensional social comparison. Parallel comparison enables users to confirm that their consumption concepts and behaviours are in line with the trend, and upward comparison encourages them to produce a self-affirming assimilation effect, overestimate their own spending power, and make irrational behaviours. Based on this research background, the paper adopts social comparison theory to analyse the behaviour of carrying goods in live e-commerce.

關鍵字

Social Comparison Theory ； Live Broadcast E-commerce ； Consumption ； Live Broadcast Delivery ； Reward

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