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Study on The Communication Impact of Live Streaming E-Commerce Mode in China

Written by Xiaojun Yu

Paper category

Master Thesis


Business Administration>Communication & Media




Master Thesis: What is live e-commerce? Live broadcast is a real-time form of online communication and transmission of "collecting, publishing, and watching video information at the same time" on the Internet; live broadcast e-commerce is a form of combining live broadcast and e-commerce to sell products in live broadcast (Wang, 2017), Gather consumers together temporarily. Constructed a scene of high frequency and strong interaction between buyers and sellers. The spread of "group effect" makes live broadcast more stimulating consumer purchases than traditional methods (Mike, 2016). As shown in Figure 01, this photo was taken in an e-commerce live broadcast room. During the live broadcast, the anchor showed the audience different colors of lipstick. The slide in the lower left corner of the screen is the audience's evaluation of the product. In the comments, the audience was full of praise for the color of the product and asked the anchor for the color number of the lipstick. After the product is launched, a floating box appears on the screen, and viewers can click to buy. Picture 02 is another live broadcast on the same day, where the anchor broadcasts live shoe brands. After the anchor introduces the product details, a box of shoes with prices will appear at the bottom of the comment area, and viewers can click on the link to enter the product details page. It can be seen that the main difference between e-commerce live broadcast and TV shopping is that viewers can interact with the anchor line in real time-time and real-time streaming media comments work at the same time. As an improvement to traditional e-commerce, video e-commerce uses short videos on web pages to display static pictures and text, and at the same time watch e-commerce live broadcasts when the host is online. In the "fragmented" era of social communication, the breadth and depth of information conveyed by text and pictures are relatively limited, and they cannot meet the growing social needs of users. The characteristics of synchronization, interactivity, flexibility, and equality of live broadcast fully satisfy users' in-depth interaction needs, and become an effective way for social media to increase platform activity, attractiveness, and retain users (Wang, 2017). In addition, live broadcast establishes a social connection between consumers and anchors, and consumers have become fans. According to Fiske (1992), the fan circle is a subculture composed of fans, which is characterized by feelings of sympathy and friendship with other people who share common interests. Fans are different from simple "fans" and "cultists." And "fanatics". 2.1 Overview of live broadcast e-commerce 2.1.1 Current status of live broadcast e-commerce Live broadcast is a form of communication where users watch the live broadcast uploaded to the website in real time (Wang, 2017). At present, there are two main forms of domestic live broadcasting (same as above): one is to collect TV signals with the help of TV signals, and upload them to the network after the digital signal is converted. It is the original form of live broadcasting and is still in use today, such as live broadcasting of large-scale cultural events and sports events. The second is independent signal settings. The signal acquisition device at the action site is to independently collect video content, form an independent signal and transmit it to the pilot, so that the video on the website can be reached. This article analyzes the live broadcast format. According to QuestMobile's December 2019 data report, the number of live broadcast users in mainland China has exceeded 433 million, covering entertainment, shopping, education, tourism, social networking and other fields. With the increasingly fierce competition among live broadcast platforms, anchors have become an indispensable resource for each platform (Tonghuashun Finance, 2019). Traditional live broadcast websites usually provide users with games, programs, outdoor adventures and other content, such as membership, rewards, gifts and other ways to attract users and recharge to earn revenue. However, with the layout of social giants such as Facebook and Tencent, the social genes of live broadcasting are becoming stronger and stronger (Wang, 2017). On the one hand, the appeal of live video social networks to users far exceeds that of social media. Text and picture network. Therefore, whether it is social media giants Facebook, Twitter, or China's mainstream social applications such as QQ and Momo, they have launched live video functions to meet the deeper social needs of users. Therefore, the development of live broadcast platforms also relies heavily on the traffic entrance and communication effects of social platforms. Most successful live broadcast platforms in China cannot do without the strong support of social media (ibid.). With the increase in copyright costs, user-generated content has been widely adopted by social media, which has greatly increased users' enthusiasm for content production and consumption (Jiedian Finance, 2019). In 2011, the fragmentation of Internet information became more and more mature, the active online marketing model came into being, and the rise of individual business (Baidu, 2019). Read Less