From Study E-commerce Live Broadcasting In The Perspective Of Communication

Live broadcast in the 3 era,as the new vertical field of direct seeding industry,because of its high conversion myth and full attention,this article takes communication as the research perspective,taking “5W” as the main research framework,starting with the most typical "Taobao live",to make a more comprehensive and accurate understanding of the direct seeding of e-commerce..This article mainly uses the literature research method,the case analysis method and the questionnaire survey method.Through research,I find that the dissemination mode of live broadcast can be summarized as "point to face" and "point to point" interaction.Through a questionnaire survey,some conclusions are drawn on the use and effect of the audience: for example,the audience of the electric business is mainly young and young;most of the audiences keep a short time to watch each time;and most of the audience do not develop the habit of continuing to focus on the host,and the two times of the broadcast are relatively weak.On the influence of the audience,anchors,other buyers and so on can not be ignored to affect the audience's purchase behavior.In addition,through the study,it is found that most of the users have a general sense of experience,low loyalty to the host,and the rapid development of all electronic businesses is facing the problems to be solved urgently.The two party of live broadcasting platform and anchor should take the role of commodity gatekeeper,and the direct seeding of TV live content should be implemented by the direct seeding of e-commerce.