Difficulties And Countermeasures Of Fandomization Of Live E-commerce

Since 2020,live broadcast e-commerce has developed rapidly and has become one of the main platforms for people to shop online.With the ubiquity of its communication channels and the concomitantness of communication time,the live broadcast e-commerce makes its own influence far exceed the influence of the seller on the buyer in the traditional buying and selling market.In the short video platform represented by Douyin short video,live broadcast e-commerce has become an important link in the platform’s own business expansion.Live broadcast e-commerce has formed a systematic closed loop in account building,product selection,advertising,and after-sales service on the platform.The operation mode of live e-commerce on short video platforms has matured.In the interactive relationship between live e-commerce and its audience,the connection between the two parties has gone beyond the relationship between the buyer and the seller.In addition to the guidance of live e-commerce,there is also a high degree of catering and spontaneous support from consumers.In the live broadcast e-commerce industry,IP-based live broadcast e-commerce needs to rely on its own fans to continuously monetize,which expands the identity of consumers from buyers to fans,and the audience of live e-commerce has gradually formed a "fan circle".of "characteristics.The thesis takes the audience of live e-commerce as the research object,and studies the phenomenon of "fan circle" of the audience of live e-commerce from the aspects of the audience’s survival characteristics,interactive relationship,and consumption behavior.This thesis not only theoretically expounds the causes of the phenomenon of fan circle phenomenon of live e-commerce audiences,but also analyzes the impact of this phenomenon in combination with practice,and tries to propose countermeasures.Taking live broadcast e-commerce companies such as Dongfang Selection Live Studio as an example,it points out possible optimization countermeasures for the phenomenon of "fan circle" among live broadcast e-commerce audiences to avoid negative effects.The thesis consists of five parts: The introduction mainly introduces the research background and significance of this issue,as well as the research status at home and abroad.The first chapter analyzes the performance of the "fan circle" of live e-commerce audiences from three aspects: attitude,behavior,and cognition.The second chapter analyzes the causes of the phenomenon of "fan circle" based on the participatory culture and the needs and satisfaction of the audience.The third chapter analyzes the impact of the "fan circle" phenomenon of live broadcast e-commerce,including issues such as platform content,product quality,and audience privacy.The fourth chapter gives corresponding suggestions and countermeasures for a series of problems raised in the third chapter.The study found that consumers’ consumption behavior is highly symbolic,which leads consumers to pursue meaning more than use value.The new technology platform makes the connection between merchants and consumers,and between consumers and consumers closer.Merchants based on commercial profit considerations will put commercial interests before public significance,resulting in negative guidance for consumers.The consumption pursuit and group effect among consumers will make consumers appear "fan circle" characteristics.However,this phenomenon of "fan circle" does not mean irrational fanaticism,but if it is actively guided,it can generate a powerful driving force that can promote social development.This kind of positive guidance requires the joint efforts of platforms and merchants.At the same time,consumers are required to establish correct consumption concepts and aesthetics,so as to avoid the negative impact of live e-commerce audiences’ "fan circle".