摘要
直播带货是最近几年兴起的电商销售形式,尤其是2020年新冠疫情之后,正逐步被消费者所接受。直播带货中主播与消费者之间的情感互动直接影响消费者对直播间、主播及产品的认同和接受程度。本文就情感共鸣在直播带货中的表现,以及情感共鸣对直播带货的有益影响等角度进行研究,希望能在植入情感共鸣的直播带货中,实现消费者满意度的提高及商家获利。
Livestream marketing has been a new form of e-commerce sales in recent years,especially after the COVID-19 in 2020,and it is gradually accepted and liked by consumers.The emotional interaction between the anchors and the consumers in the livestream marketing directly influences the consumers’recognition and acceptance of the live room,the anchor and the products.Based on the performance of emotional resonance in live broadcasting,this paper proposes how emotional resonance can have a beneficial impact on livestream marketing,so as to achieve the improvement of consumer satisfaction and the profits of businesses.
作者
高洁
GAO Jie(Guangxi Vocational College of Technology and Business)
出处
《中国商论》
2021年第20期25-27,共3页
China Journal of Commerce
基金
2018年度广西职业教育教学改革研究项目(重点项目),课题名称“产教融合视阈下高职营销专业‘三工四维’实践育人模式研究与实践”(GXGZJG2018A024)。
关键词
情感共鸣
直播带货
表现
影响
emotional resonance
livestream marketing
performance
influence
