Research on Digital Consumption Behavior from the Perspective of Social Psychology

In the era of “Internet +”, live streaming of goods, online group buying, and virtual game recharge have become a new trend of consumption, which is called “digital consumption.” Digital consumption is a new consumption mode based on Internet technology, which reflects the characteristics of convenience, individuation, and community, embodies the hedonistic consumption concept in the new consumption era, and embodies the individual consumption values. Based on the perspective of social psychology, this paper analyzes the characteristics of consumer behavior, expounds the social psychological phenomena behind digital consumption behavior, explores the strategies to standardize digital consumption behavior, and proposes to standardize the live streaming industry, correct individual consumption values, correct the public’s shopping psychology, and promote the healthy development of digital economy.

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