| Live streaming commerce realizes real-time interaction with consumers through online video livestream,which is characterized by instant feedback,immersive experience and digital scenes.It is an important format of future marketing mode.In the wake of the COVID-19 outbreak,live streaming commerce ushered in a spurt of development.In2021,the industrial output value will reach 2 trillion yuan,and it is expected to maintain a high growth rate in the next two years.From the current development stage of the industry,the live streaming commerce is still in the early stage of wild growth.The performance improvement of the live streaming business can only be adjusted and optimized by the subjective feeling and experience of the operators,and there is a lack of objective quantitative indicators to clarify the specific direction of optimization.Therefore,the application of emerging AI digital technology to empower the live streaming commerce industry is of great theoretical significance and practical value to improve the marketing efficiency of the industry and clarify the development direction of the industry.This study will take the real-time dynamic audiovisual content of live streaming commerce as the research content and process the video content into multi-modal structured data through feature extraction technology and AI digital technology.In addition,this study puts forward the theoretical framework of intelligent persuasion,and discusses the influence of live streaming commerce on consumers’ online behavior from the perspective of digital persuasion of audiovisual content.This study first summarizes the research background of live streaming commerce,puts forward research questions,discusses the theoretical and practical significance of digital audiovisual content of live streaming commerce,lists research methods,and proposes research content,research structure,technical route and innovation points.Secondly,the literature review and theoretical basis of live streaming commerce are sorted out,and the literature related to live streaming commerce,digitalization of audiovisual content and persuasion theory are respectively sorted out.Then,the connotation and development of persuasion theory are sorted out,and on this basis,the theoretical framework of intelligent persuasion is put forward,and the basic four elements and framework model of digital persuasion,semi-intelligent persuasion and full intelligent persuasion are elaborated respectively,and the research design is carried out centering on the digitalization of audiovisual content of live streaming commerce.Then,in the technical processing of multi-modal audiovisual data,combined with diversified AI digital technology,through the feature extraction of audio and video,complete the structural processing of multi-modal unstructured audiovisual data.Finally,in the empirical analysis,the research is divided into three questions.Question 1 focuses on the persuasion influence of audiovisual content in the live streaming on consumers’ online behavior.Based on the theory of communication persuasion,Explore the eight dimensions of the three levels of audiovisual content: streamer expression(streamer voice rate,streamer voice intonation,streamer semantic emotion and streamer facial attraction),user interaction(user like interaction and user comment interaction)and scene design(scene visual complexity design and scene element information design).The impact on consumer online behavior(online viewing and buying behavior).The second question focuses on the study of the effect of the attributes of the live streaming room on the digital persuasion process,and introduces the attributes of the live streaming room as a moderating variable to explore the moderating effect of the attributes of the live streaming room on the relationship between audiovisual content and online behavior of consumers.Question 3: Explore the research on the differential effects of virtual digital intelligent persuasion in live streaming rooms.For the landing scene of intelligent persuasion,combine the application of virtual digital man technology in live streaming commerce to analyze the differential effects of virtual digital streamer live streaming room and real streamer live streaming room.Through collecting 516 live streaming broadcasts of Taobao,4036 hours of live audiovisual source data are collected,and then through structured processing and empirical analysis of multimodal audiovisual data,the following conclusions are obtained:(1)In the research on the persuasion effect of audiovisual content in live streaming on consumers’ online behavior,the three dimensions of streamer’s voice rate,streamer’s voice intonation and streamer’s facial attractiveness in the aspect of streamer’s expression in live streaming show positive influence on consumers’ online watching and purchasing behavior;The semantic affective dimension of streamer has a negative impact on consumers’ online viewing and purchasing behaviors.(2)At the level of user interaction,the interaction of user likes and user comments has a significant positive impact on consumers’ online viewing and purchasing behaviors.(3)The visual complexity of scene design has a positive impact on consumers’ online viewing behavior,while the amount of scene element information has a significant negative impact on consumers’ online viewing behavior and a significant positive impact on consumers’ online buying behavior.(4)In the study of the moderating effect of the attributes of live streaming rooms on the process of digital persuasion,compared with the live streaming rooms of master hosts,the official live streaming rooms will enhance the effects of host expression,user interaction and scene design on consumers’ online viewing and purchasing behaviors;However,the larger the social capital of live streaming,the weaker the influence of streamer expression,user interaction and scene design on consumers’ online viewing and purchasing behavior.(5)In the research of virtual live streaming rooms,it is found that there are obvious differences between the effects of audiovisual content in the live streaming rooms on consumers’ online behaviors and the moderating effects of the property characteristics of the live streaming commerce companies and the live streaming live streamers.The theoretical contributions of this study mainly focus on four aspects: First of all,this study puts forward intelligent convince theoretical framework,the three stages of development-of intelligent persuade digital to persuade,half smart convince and persuade all intelligence,and elaborates the three stages of persuading theory on the new features of the four basic,studies the digital broadcast electricity persuasion and virtual studio half the problem of intelligent persuaded.Second,this study introduced the digital technology,the diversification of AI to deal with unstructured audiovisual data,through dimensional,diversified and comprehensive application of AI technology,digital to live electricity included in the structured and unstructured audiovisual data enriched live electrical business data analysis tools,open a new research idea.Again,this study based on the theory of persuading,redefine,elaboration and divides the live electricity audiovisual content in the host data expression,user interaction and scene design three aspects,this paper discusses the live electrical business scenarios,audio-visual,factors exerting influence on consumers’ online behavior not only deepen the live streaming of the study of the theory of the electricity,and extend the application of relevant theories.Finally,this study creatively introduces the virtual digital streamer live streaming room into the study of live streaming commerce,compares the differential influence of multi-mode audiovisual factors on consumers’ online behavior in the virtual live streaming room and the real live streaminger live streaming room,expands the research perspective of live streaming commerce,and provides new insights into practice. |
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