Media Induction and User Impulse Consumption Mechanism in Live E-commerce

DOI

10.2991/978-2-38476-609-3_56How to use a DOI?

Keywords

Consumption Vortex; Digital Media; Live Commerce; Symbolic Encoding; Impulse Consumption

Abstract

In the context of the rapid development of digital technology and the rise of consumer desire, the inner dissatisfaction of consumers has driven live commerce to become a new cultural phenomenon that reshapes the social consumption structure and behavioral logic. Compared with traditional consumption models, live commerce endows products with cultural connotations such as emotion and identity through immersive media symbol encoding, causing consumers to fall into a “consumption vortex” under emotional entanglement and group pressure, and the problem of irrational consumption is prominent. This study takes live commerce as the field, focuses on the impact of media symbol encoding on consumers, and explores the relationship between consumer culture, symbolic induction, and irrational consumption in the digital age. Based on the user end, this study conducts an in-depth analysis with media symbol encoding as the core entry point. The research clarifies the specific role of media symbol encoding on consumers, sorts out the existing deficiencies and innovative directions of research; and finally provides key theoretical references for interpreting consumer culture in the digital age and deciphering the phenomena of media symbol induction and irrational consumption.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xinfei Li
PY  - 2026
DA  - 2026/09/04
TI  - Media Induction and User Impulse Consumption Mechanism in Live E-commerce
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 531
EP  - 538
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_56
DO  - 10.2991/978-2-38476-609-3_56
ID  - Li2026
ER  -