基于认同理论的青年直播带货主播的价值导向偏差与引导研究
Research on Value Orientation Deviations and Guidance of Young Live Streaming Sales Anchors Based on Identity Theory

具备群体认同的成员易受到群体价值观及行为方式的影响，在当下直播带货时代，青年带货主播群体可分为才艺表演类、吃播类、明星光环类、助人帮扶类，其直播间的观众及主播可看作是一个群体，但由于带货直播间存在诸如扮丑低俗、虚假宣传、虚假公益、诱导消费等问题，会对直播受众产生负面的引导作用，因此需要多方合力进行治理以发挥带货直播间对受众的正向价值引导作用。
Members with group identity are easily influenced by group values and behavior patterns. In the current era of live streaming sales, the group of young live streaming hosts can be divided into talent performance, food broadcasting, celebrity halo, and helping others. The audience and hosts in their live streaming rooms can be seen as a group. However, due to problems such as dressing up as ugly and vulgar, false propaganda, false public welfare, and inducing consumption in the live streaming rooms, it will have a negative guiding effect on the live streaming audience. Therefore, multiple parties need to work together to govern and give full play to the positive value guidance effect of the live streaming rooms on the audience.