The Research on the Audiences’ Psychological Under the Influence of Live Streaming of Stars on Douyin Platform ---Take Jia Nailiang as an Example

DOI

10.2991/978-2-494069-89-3_157How to use a DOI?

Keywords

Live streaming; Short Video; Douyin platform; Influence

Abstract

Under the influence of the post-epidemic era, due to the limitations of people's mobility and the e-commerce mechanism that encouraged by both Internet and Douyin platform. These make the online shopping format become more popular which not only attract more people to join the e-commerce industry of Douyin platform but also attract many superstars. As superstars have their own star effect, when they are an e-commerce anchor, they will be very different from other e-commerce bloggers in attracting audiences. This article takes video blogger and star Nailiang Jia as an example which through case analysis and in-depth interviews and using Douyin's official platform Douchacha to analyze the differences between stars and anchors. According to the list of the corresponding advantages and disadvantages, which can explore the psychological activities of the audience under the influence of live streaming on the Douyin platform. The final research results show that most of the audience will place an order based on sufficient demand. Because of the failed shopping experience of some consumers, they will not place too many orders due to the star effect. In addition, the commodity explanations will affect audience psychology and the sales of products brought by anchors or stars. The authors hope that this study can provide some insights for future scholars in this field.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rongxuan Cai
AU  - Yurun Li
AU  - Chang Ma
PY  - 2022
DA  - 2022/12/30
TI  - The Research on the Audiences’ Psychological Under the Influence of Live Streaming of Stars on Douyin Platform ---Take Jia Nailiang as an Example
BT  - Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
PB  - Atlantis Press
SP  - 1367
EP  - 1376
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-89-3_157
DO  - 10.2991/978-2-494069-89-3_157
ID  - Cai2022
ER  -