Research On Interactive Reception Of Network Live Streaming And Merchandise Delivery For Satisfaction Of The Viewer

Since 2020,when COVID-19 was unleashed,live streaming on the internet has become a regular part of people’s lives.Under such a social background,live streaming and e-commerce shopping provide people with a good form of consumption.Some brand stars and even mainstream media have begun to join the team of live streaming and shopping.As far as we can see,although the social order is gradually restored,the boom of live streaming has not been reduced at all.However,after the end of the epidemic,how to develop live delivery has become the focus of people’s attention.Therefore,in the post-epidemic era,how to correctly view and apply live streaming delivery marketing,improve the application of users and meet the needs,so that live streaming delivery platform can continue to develop,has become the focus of all major live streaming platforms.Under the theory of use and satisfaction,this paper utilizes the East Selection of New Oriental Douyin broadcast room as an example.To begin with,literature analysis is employed to concisely summarize the ideas and theories concerning live broadcasting,use and satisfaction of both domestic and foreign scholars.Subsequently,questionnaire survey and in-depth interview methods are utilized to explore the audience and admirers of the Oriental Selection broadcast room.The usage behavior is analyzed from the viewing frequency,viewing time,commodity preference and other dimensions,and the status quo of the usage satisfaction is analyzed from the platform satisfaction,anchor satisfaction,commodity satisfaction,interactive satisfaction and other aspects.The Oriental selection of audience interaction must be tailored to the interactive needs of the audience,and the questionnaire survey results demonstrate that the issues in the East Selection broadcast room,both from a user and satisfaction perspective,require a thorough examination.Believed to be issues with the implementation of platform interactive technology innovation,such as the extensive capacity of anchors,the single interactive material,the quality of products,and the absence of post-sales assistance,this paper,in conjunction with the theory of use and satisfaction,proposes solutions to enhance the audience engagement of live streaming platforms.with goods from four aspects:optimizing the platform information technology to optimize user experience,improving the interactive skills of anchors to strengthen the interactive consciousness of supervisors,optimizing the interactive content to expand the audience,improving the quality of commodities,developinga strong supply chain and service chain.In order to help the live streaming platform to achieve the improvement of fan stickiness,continue to attract fans,improve its industry competitiveness.