A Research On The Evolution Of Connection Mode Of Tiktok E-Commerce Live Broadcast

Nowadays,e-commerce live streaming has attracted more and more consumers with its rich and three-dimensional product display forms and real-time interactive effects,and has become the most popular and largest live streaming type in China.As a new form of consumption in the context of digital media,e-commerce live streaming is still essentially a reconstruction of the three core elements of people,goods,and the market.This article follows the practical paradigm of media research,taking e-commerce live streaming as the research object,attempting to examine people’s media behavior in participating in e-commerce live streaming,and further exploring how e-commerce live streaming can reconstruct the connection between people,goods,and the market.The author takes the e-commerce live broadcast on the Tiktok platform as a research case,conducts six months of participatory observation,interprets and explains the materials obtained through text analysis,and conducts in-depth interviews with consumers and practitioners of Tiktok e-commerce live broadcast to obtain relevant experience materials,and then examines the communication practice of e-commerce live broadcast from three levels of time,space and interaction.Research suggests that e-commerce live streaming has reshaped people’s perception of time and space.Consumers’ shopping time is further integrated with their daily life time,manifested as extended shopping time,occupied leisure time,increased unexpected consumption time,and reserved fixed consumption time.The shopping rhythm of people in the live broadcast room is also affected.Through the intermediary of live streaming rooms,the distance between consumers and products is once again widened,and the media oriented shopping space brings new consumer experiences and feelings to consumers.In addition,the anchor team,consumers,merchants,and platforms work together as core actors to form an e-commerce live streaming actor network,reshaping the interaction mode between various actors.Through the examination and analysis of the above three dimensions,this article believes that e-commerce live streaming has transformed the way people,goods,and venues are connected from three dimensions:time,space,and interaction.From the perspective of media practice,this article examines e-commerce live streaming.It focuses on people’s different spatiotemporal perceptions and diverse interaction modes in e-commerce live streaming media practice,enriching the research perspective of e-commerce live streaming.At the same time,it helps consumers perceive the consumption practice process to better achieve digital life,and also hopes to provide useful reference for the healthy development of the e-commerce live streaming industry.