Research On The Emotional Consumption Of Live-streaming E-commerce

Over the past two years,the rapid rise of live streaming e-commerce in China has not only provided convenient entertainment for people,but also greatly boosted the growth of the domestic economy.At the beginning of 2020,the COVID-19 epidemic swept the country,and various industries in China responded to the call of the country and stopped production to fight the epidemic,causing a severe impact on the domestic economy.In this context,e-commerce live streaming is surging,and people from all walks of life are participating in it.At the beginning of 2020,live streaming of e-commerce has become one of the hottest phenomena,and it has become a common way of shopping in people's life.In essence,there is no difference between live-streaming e-commerce and TV shopping.Both are online shopping.Different from the aversion of most people to TV shopping,nowadays people are willing to choose live-streaming e-commerce when shopping on the Internet,and some people will choose to consume because of their special feelings towards an anchor.Therefore,it is of certain academic value and practical significance to explore the emotional consumption in the live-streaming e-commerce,analyze the emotional motivation of people watching live-streaming e-commerce and the communication effect of emotional consumption,and put forward feasible suggestions for the development of the current live-streaming e-commerce industry.This paper is divided into four parts,and the specific research contents are as follows:The first chapter is introduction.This part first elaborates the research background and significance of this research;Secondly,by referring to the relevant literature at home and abroad,to provide a certain theoretical basis for the following research;Finally,the research methods used in this paper and the key difficulties and innovation points in the research process are put forward.The second chapter is the emotional consumption changes in online shopping.In order to better study the emotional consumption of live-streaming e-commerce,this chapter combs and expounds the changes of emotional consumption in online shopping in China through literature review.Combined with the literature,this paper divides online shopping into two stages,namely,TV shopping,which emerged in China in the 1990 s,and now Internet shopping,which mainly focuses on live streaming e-commerce.Although both of them are essentially online sales,due to the differences in media and other aspects,the emotional consumption in both of them shows a trend from weak to strong.The third chapter studies the emotional consumption of the audience in the live broadcast.In order to further explore the emotional consumption in live-streaming e-commerce,this chapter adopts the method of questionnaire survey to investigate the audience of live-streaming e-commerce,to explore the audience's use behavior,emotional motivation,and the audience's cognition,attitude and behavior under the influence of emotional factors.In this paper,a total of 551 valid questionnaires were collected by issuing questionnaires on the Internet,and the above contents were simply described and analyzed by using the collected data.The fourth chapter is about the causes,problems and countermeasures of emotional consumption.Through the investigation and research on the audience behavior in the third chapter,it is found that the network anchor has become a major motivation for the audience to produce emotional consumption.Therefore,this chapter first analyzes the causes of emotional consumption in the live-streaming e-commerce,expounds the existing problems of emotional consumption in the live-streaming e-commerce and puts forward the corresponding countermeasures.