Research On The Persuasive Effects Of Public Service E-commerce Livestreaming

Recently,e-commerce livestreaming have risen rapidly.And it is affecting all aspects of people's lives.Public service e-commerce livestreaming,as a vertical classification of e-commerce livestreaming,also shows strong power in practice,providing a new model and ideas for the field of public welfare and poverty alleviation.This article starts from the live broadcast of public welfare e-commerce and attempts to explore its persuasive effects through the control experiment.In the research,this article will simulate the scenario of public service e-commerce livestreaming,and explore the impact of different message sidedness types and information appeals on the persuasive effects of public service e-commerce livestreaming.The experimental results show that in the public service e-commerce livestreaming,the two-sided prompting is better than the one-sided prompting,and the subjective and perceptual information is better than the objective and rational information.In addition,it also verifies the two mediating effects of credibility and empathy in the mechanism of the impact of the information-oriented type and the type of appeal on the persuasion effects in the public service e-commerce livestreaming.