With the spread of the COVID-19 and the in-depth popularization of the Internet，live streaming has entered a period of rapid development. Today，the number of online live broadcast users in China has reached 703 million，and the live broadcast economy has shown a trend of expanding the scale of the main body and developing multiple forms. As one of the representative platforms for live streaming，Douyin innovates the mode of live streaming，but also brings a variety of consumer psychology anomies，such as blindly chasing stars，following the crowd，watching，and greed for cheap and so on. Based on AISAS theory and taking Douyin KOL live streaming as an example，this article aims to sort out the current state of consumer psychology in e-commerce live streaming，analyze the causes of online live streaming consumer psychology anomie and explore possible social co-governance strategies：Improve industry self-discipline Coordinate with government supervision，strengthen the subject autonomy of anchors and consumers，optimize the business specifications and traffic distribution mechanism of live broadcast platforms，and enhance the supervision of news media by public opinion.