Research On Persuasive Strategies Of E-commerce Anchors

With the beginning of the epidemic in 2021,my country has begun to live at home.E-commerce live broadcasting has become an important form of content across private and public channels,forming an emerging market that drives explosive growth in consumption.Among them,e-commerce anchors play a vital part.Focusing on this phenomenon,from the perspective of persuasion theory,it sorts out and summarizes the persuasion skills often used by e-commerce anchors,and discusses the optimization path of e-commerce anchors' persuasion strategies.First,it analyzes the professional status of e-commerce anchors based on the current market status of e-commerce live broadcasts,and divides the main types of e-commerce anchors into master anchors and shop anchors.Secondly,it summarizes the current persuasion skills commonly used by e-commerce anchors: From the persuasor's perspective,the e-commerce anchor will provide consumers with product information through professional display;from the persuasive content perspective,the e-commerce anchor will pass the layer Progressive point of view statement to achieve the purpose of changing consumer attitudes;in terms of persuasion skills,e-commerce anchors will try to use emotional appeals to strengthen consumers' purchase intentions.Subsequently,data analysis was carried out on the persuasion effect of e-commerce anchors through a controlled variable experiment.The purpose of the experiment was to compare the persuasion effect of e-commerce anchors with or without persuasion strategies,inferring and verifying its relevance.Finally,through the participatory observation method,existing problems are raised on the professional status of e-commerce anchors.As e-commerce anchors' persuasion skills are relatively solidified,consumers' persuasive knowledge will continue to accumulate,leading to consumer resistance and resistance to e-commerce live broadcast Based on the phenomenon of persuasion immunity,this article provides suggestions on the optimization of e-commerce anchors' persuasion strategies.