Research On The Trasmission Of Live E-commerce With Goods Under The Epidemic Situation

The global spread of the epidemic,the support of national policies and the progress of 5g technology provide the soil for the development of e-commerce live delivery.The novel coronavirus pneumonia has played its unique advantage in the information dissemination of the new crown pneumonia epidemic.Therefore,it is of theoretical value and innovation significance to study the transmission of e-commerce live delivery during the epidemic from the perspective of communication.The first hosts,such as lijiaqi and viah,were taken as the research object.When studying the live delivery of e-commerce during the epidemic,it was found that the e-commerce live broadcast during the epidemic period had many advantages,such as the fresh feeling matching of e-commerce hosts,the integration of multi platforms of communication media,the transmission mode of peephoscopic drainage,and the unique communication language.Meanwhile,it also finds that the audience is in passive acceptance of information during the epidemic,the homogenization trend and over entertainment of the main body of communication,the solidifying of propaganda means and the singleness of live broadcast mode,and the communication effect greatly reduced after being influenced by the internal and external.Through summarizing,summarizing and researching the advantages and difficulties of e-commerce live delivery during the epidemic,this paper puts forward that the best communication subjects are selected by accurately positioning the audience and effective information drainage to create the environment atmosphere for the audience to accept actively,set the entrance threshold of communicators to select the best communication subjects,and use diversified communication methods to achieve the best communication effect and from the receiving The three aspects of crowd,live broadcast industry and society are beneficial to the development and spread strategy of e-commerce live broadcasting after the epidemic.In the whole research process,through the use of communication related theories: "gatekeeper" theory,use and satisfaction theory,Adorno's cultural industry theory,Foucault's "discourse is power" theory,with relevant academic achievements as reference,taking the successful e-commerce broadcast as an example,the paper explores the advantages and difficulties of e-commerce live broadcasting during the epidemic,and finally,finally,explores the advantages and difficulties of e-commerce live broadcasting during the epidemic,and finally,it will finally It is of theoretical and practical significance to guide the transmission strategy of e-commerce live delivery after the epidemic.