Study On Audience Effect Of ’field’ In Livestreaming E-commerce

With the development of user habits,the improvement of the efficiency of matching between people and goods,and the continuous maturity of Internet scene technology,the livestreaming e-commerce platform composed of "people,goods,and fields" and other elements has become an important marketing channel for brands and businesses..Among the main components of live broadcast e-commerce,the "field" is composed of diverse talents,rich content and diverse presentations.The characteristics of virtual consumption scenes created by live broadcast e-commerce in live broadcast rooms through technical means are similar to those proposed by Joshua Meyrowitz.Scene theory emphasizes the behavioral changes of people in the scene,the exchange of information in the scene,the fluidity of the front and back of the scene,and the easy influence of the audience in the mass media environment.The above viewpoints correspond to the construction characteristics of live broadcast e-commerce scenarios and the behavior characteristics of audiences.Therefore,this paper will focus on these characteristics and conduct empirical research in order to provide countermeasures and suggestions for the development of live broadcast e-commerce.According to the behavior characteristics of livestreaming e-commerce users,this paper will be based on the SICAS model of the consumer behavior model,introduce the elements of network service scenarios to modify the model,and make assumptions around user trust and user consumption.After conducting pre-investigation and issuing and returning formal questionnaires,through data analysis,it is concluded that user cognition,user interaction,user loyalty,user purchase and user sharing experience in the construction of livestreaming e-commerce scenarios are significantly related to user trust and user consumption.in conclusion.Finally,based on the data analysis conclusions and scenario theory,this paper proposes that the current live broadcast e-commerce has the problems of immature use of scene technology,single live broadcast delivery scene,and poor interaction between live broadcast delivery anchors and users.Specific countermeasures are given in terms of content matching efficiency,live broadcast e-commerce service optimization,live broadcast platform security risk control,and live broadcast e-commerce users’ sharing experience.The countermeasures include improving the sense of substitution in user scenarios,anchors focusing on user relationship maintenance,and using new technologies to build differentiation scene etc.