电商直播与消费模式认同的变化:以东方甄选为例

The Change of E-Commerce Live Broadcasting and Consumption Pattern Identification:Taking East Buy Holding Limited as an Example

短视频平台的快速发展使得电商行业产生巨大变化。2022年,新东方电商直播场景销售的成功,使得短视频平台直播场景销售的模式进一步得到开发与应用。本文通过对东方甄选直播间的分析,讨论直播场景销售对消费社会符号认同机制的构建作用,包括:戏剧场景构建消费时空认同;场景符号构建体验消费认同;语言符号构建消费理念认同;知识符号构建消费情感认同。以东方甄选为代表的短视频直播电商平台,通过业态转型、多元粉丝参与,构建了新型消费模式,实现了基于社群情感的溢价共情,开辟了知识共享模式下的直播经济新路径。

The rapid development of short video platforms has brought about significant changes in the e-commerce industry.In 2022,the success of New Oriental e-commerce live broadcast scene sales has further developed and applied the mode of live broadcast scene sales on the short video platform.Through the analysis of the East Buy Holding Limited broadcast room,this paper discusses the role of live scene sales in the consumer society,including drama scene to construct consumption space and time identity;scene symbol to construct experience consumption identity;language symbol to construct consumer concept identity;and knowledge symbol to construct consumer emotional identity.The short video live broadcast e-commerce platform represented by East Buy Holding Limited has built a new consumption mode through the transformation of business forms and the participation of diversified fans,realized the premium empathy based on community emotion,and opened a new path of live broadcasting economy under the knowledge sharing mode.