场景理论视域下电商直播的社群效应研究

A Study on the Community Effects of E-commerce Livestreaming from the Perspective of the Scene Theory

电商直播作为当下互联网商业实践的代表,与场景具有天然的契合性。电商直播平台为具有不同场景体验需求的用户构筑了一个虚拟互动空间,这些用户汇聚成一个具有强大影响力与组织力的互联网虚拟社群,并展现出巨大的社群效应,促成新的场景消费。电商直播场景化下的消费用户社群由“品牌”粉丝与“主播”粉丝构成,通过直播间的黏性维系、主播的情感劳动激发、用户延伸与创造价值三种机制,充分发挥社群效应,突破了生产与消费的关系壁垒,在需求消费中促进价值创造,实现双向赋能。

E-commerce livestreaming,as a representative of current Internet business practices,naturally aligns with the concept of situatedness.E-commerce livestreaming platforms create a virtual interactive space for users with diverse experiential demands,forming a powerful and organized Internet virtual community.This community generates significant community effects,leading to the emergence of new consumption scenarios.The consumer community in the context of ecommerce live streaming is composed of"brand"fans and"host"fans.Through three mechanisms,i.e.,the stickiness of live streaming rooms,the emotional labor of hosts,and user extension and value creation,the community effect is fully utilized.This breaks through the relationship barrier between production and consumption,facilitates value creation in demand consumption,and enables mutual empowerment.