Research Of Emotional Communication In E-commerce Live Broadcast

Emotions with a strong subjective color have not received the attention they deserve since the prevalence of rationalism.As a popular hot word nowadays,e-commerce live broadcast is not only a business model derived from the development of Internet technology,but also a place for online interpersonal communication and emotional expression.Therefore,the analysis of the emotional communication phenomenon that exists objectively in e-commerce live broadcast has certain practical significance whether it is in terms of business practice under the background of the times or the construction of emotional communication theory.This article uses participatory observation method,in-depth interview method and literature analysis method,combined with the perspective of multiple disciplines to define the concepts of e-commerce live broadcast and emotional communication.And based on the theory of marketing,it analyzes the emotional elements contained in the marketing methods of e-commerce live broadcast rooms.Through sorting out the emotional communication path in the e-commerce live broadcast room,the basis of emotion communication in the e-commerce live broadcast room is analyzed from the three aspects of society,platform and audience.It is concluded that the dilemma faced by the development of e-commerce live broadcast industry so far is that,as a company,it needs to use subjective emotional mobilization methods to obtain short-term commercial profits,but as a new form of media,it needs to use objective product introductions to obtain The long-term attention of the audience,this irreconcilable contradiction caused by the subjective and objective conflicts makes the e-commerce live broadcast industry must use objective means to cover up the means of mobilizing emotions in the future.This article aims to provide some reference for the practical development of e-commerce live broadcast and the theoretical construction of emotional communication.