Research On The Propagation Of Online Live Streaming Goods From The Perspective Of Scenario Theory

Webcast with goods is the current jitter,fast hands,taobao,jingdong and other internet platforms are being carried out,live stream technology to display online goods,answer questions,and guide people to consume the service.The related services are developed and completed in the direct broadcast room,and the construction and dissemination of the direct broadcast scene are the key factors affecting the effect of live delivery.This paper takes the live webcasting as the research object,draws on the academic thought such as the scene theory,uses the questionnaire survey method,the case analysis method and the participative observation method and so on,combines with our country’s current platform live broadcasting practice case such as buffeting,quick hand,taobao,carries on the research to the live webcasting the scene construction and the scene transmission.Firstly,the background and significance of the topic selection are expounded,the relevant concepts and theoretical bases such as "live streaming" and "scene theory" are defined and analyzed,the current situation of research on live streaming and scene transmission at home and abroad is combed,and the contents and methods of research are expounded.Secondly,the paper discusses the live streaming and its development.This part mainly analyzes the development of live streaming,the platform model of live streaming and the type of live streaming.Thirdly,the scene composition in the live stream is analyzed.This part includes the technical support of live delivery scenario construction and live delivery of people,goods,and scene setting elements to live stream scenes and interactive user behavior services based on catapults,clicks,and comments.Next,we study the transmission path,purpose and value of live delivery scenario.Live delivery is spread through three paths: scene presentation,scene accompaniment and scene entertainment.Live streaming of on-demand scenarios is intended to inspire user acceptance and trust,leading to immersive consumption.Live delivery scenario dissemination can highlight the quality of goods and brand personality,thus enhancing the effect of live delivery.Then,by means of the questionnaire survey,it is found that the construction of the scene is conducive to the transmission of the live stream.Finally,on the basis of the above research,this paper explores the problems in the live-streaming picturesque transmission,and finds that the live-streaming picturesque transmission has some problems,such as serious homogenization of the scene,insufficient professionalism of the anchor,and limited interaction of the scene.Advocating for more innovation and enriching the scene types;Improve the professional ability of the anchors and optimize the effect of live streaming.Rich interactive form,enhance user viscosity.