Research On Scene Communication Of Mobile E-commerce Live Broadcasting In China

At present,the mobile phone users account for 99.2% of the total Internet users.The popularization of mobile devices and the development of media technology have changed the traditional temporal and spatial relations.The media scenes of users are becoming fragmented.China has entered the era of scene communication.In 2020,under the influence of "home economy",people's social and shopping behavior is becoming media oriented.China's mobile e-commerce live broadcasting promotes the development of digital,intelligent and scene consumption.Communication has characteristics of scene communication,relying on big data and sensors for scene communication adaptation,It carried out content adaptation through dynamic communication and realize audience's online and offline scene adaptation through comprehensive mode.It constructed space and environment and guided function with the support of modern communication technology equipment.It created a social atmosphere to form a communication form with the characteristics of virtuality,high immersion and real-time interaction.Users can obtain entertainment,social interaction and other needs through "real-time and co-existence".By using the methods of literature research,case analysis and comparative research,this paper analyzes the mode and characteristics of scene adaptation and scene construction of China's mobile e-commerce from the perspective of scene theory.This paper uses scene theory ? Interaction Ritual Chains and uses and gratifications approach to explore the demand of users.There are still some problems in China's mobile e-commerce live broadcasting,such as the gap between visual spectacle and reality,the homogeneity and lack of innovation of scene mode,the emphasis on interest connection rather than value transmission,the spread of irrational emotions.In order to develop healthily and orderly,mobile e-commerce live broadcasting must standardize the relationship field based on the characteristics of scene communication,enhance the audience's trust,and innovate the live broadcasting scene to meet the needs of users Through social fission.It need to optimize the communication effect,create ritual situation and condense community emotion so that to promote the development of mobile e-commerce live broadcasting in China.