Multimodal Discourse Interaction Analysis in Live E-commerce Streaming
-- A Case Study of Li Jiaqi's Taobao Live Selling
DOI:
https://doi.org/10.54097/czx7vg23Keywords:
Live Streaming Selling, Multimodal Discourse, InteractionAbstract
Live e-commerce streaming is an electronic commerce marketing approach where anchors showcase, introduce, and promote products in real-time through live streaming platforms, interacting with viewers while guiding them to purchase products. Its core lies in constructing a persuasive interactive communication process to induce viewers to complete purchasing actions. This paper conducts research based on live streaming videos from relevant social media platforms and finds two notable characteristics during the live streaming process. Specifically, anchors achieve the purpose of selling products through personalized expressions and the use of emoji in the live studio setting. Meanwhile, verbal communication serves as the primary means of exchange during live streaming. Anchors use informal introductions and employ product-centric strategic language and user-need-oriented strategic discourse during interactions to enhance audience engagement and increase their purchasing intentions.
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