| With the continuous development of China's Internet technology and people's increasing demand for entertainment,China's live streaming industry has grown rapidly.In March 2016,when the cost of e-commerce acquires new customers is getting higher and higher,and new methods of acquires new customers are urgently needed,Alibaba launched the live streaming marketing platform "Taobao Live",which is targeted at "consumer live streaming".Later,Jingdong,Vipshop,Mogujie and other e-commerce platforms also launched live streaming functions one after another.Since then,live streaming marketing has become a new marketing mode for companies,and has been favored by more and more e-commerce platforms,MCN organizations,video broadcast platforms and brand manufacturers.During the epidemic in 2020,offline marketing activities of enterprises were forced to be suspended,while live marketing gained a countertrend growth due to its low threshold of use,and its ability to directly transform online sales for enterprises and enhance customer stickability,which became an important means for enterprises to save themselves during the epidemic.Based on this,it is of practical urgency to make an in-depth analysis of live streaming marketing.At the same time,with the rapid development of live streaming marketing in recent years,the users of live streaming marketing are about to reach the peak,and the market competition is becoming increasingly fierce.How to improve the sales conversion rate of live streaming business and promote the sustainable and healthy development of live streaming marketing has become an urgent problem to be solved by companies and academia.Live marketing is a new e-commerce model embedded in real-time social interaction(including real-time video and text-based chat channels).Users' cognition,evaluation and decision-making are mainly realized through real-time interaction and communication between anchors and users.Compared with traditional marketing,in the context of live marketing,the three core elements of marketing--"people","product" and "scenario" have changed accordingly.Previous researches on live streaming marketing mainly focus on the technical problems of live streaming system,user-generated content,live streaming motivation of anchors and users' motivation to watch live streaming.However,researches on the specific components of the three major factors of "people","product" and "scenario" in live streaming marketing and the influence of anchors' communication style on users' purchase intention under the live streaming marketing are very scarce,so it is difficult to provide effective guidance for live streaming marketing practice.Based on the in-depth analysis of the components of live marketing scenario,this paper discusses how anchors should choose their communication styles in different live marketing situations,so as to improve users' purchase intention and achieve better sales goals.First of all,this paper conducts an exploratory study on the components of scenario-based architecture under the live streaming marketing through the combination of in-depth interview and focus interview.Through the coding,induction and correction of the interview data,thirteen initial categories are summarized:background picture,background music,light,system navigation,product display,color,product category,product attraction,consumer reviews,consumers' thumb up and purchasing behavior,anchor attraction,anchor professionalism and anchor credibility.By further summarizing four sub-categories(atmosphere factor,design factor,product factor and social factor),summed up three main categories: "people" factor,"product" factor and "scenario" factor.The proposal of scenario-based architecture under live streaming marketing provides a systematic and comprehensive situational factor selection scheme for the following research.Secondly,this paper further studies how anchors choose their communication styles under different situational factors of "people"(i.e.,communication styles adopted by users).Based on similar attraction theory and cognitive affective system theory,this paper explores whether and how the communication style similarity between anchors and users affects users' purchase intention.Through the empirical research on the questionnaire survey data of 619 live streaming marketing audiences,it is found that the communication style similarity between anchors and users can further induce users' immersive experience when watching live streaming by increasing users' perception of the quasi-social interaction of anchors,thus promoting users' purchase intention.Users' motivation level to avoid ambiguity(The need for cognitive closure)has a strengthening effect on the influence path.The higher the need for cognitive closure is,the more obvious the influence of the immersion on the purchase intention is,and the stronger the influence path of the communication style similarity between anchors and users is on the purchase intention.In addition,this paper studies how the "product" factor(namely product type)affects the choice of anchors' communication style.Based on cognitive matching theory,this paper explores anchors' communication style(Interaction-oriented vs.Task oriented)and anchor the recommended product type(hedonic vs.practical),the matching relationship between and by three variables of situational experiment,using SPSS software for analysis of variance and regression analysis methods,such as log processing,the internal influence mechanism of the matching of communication style and product type on users' purchase intention were studied.The research shows that when anchors recommend hedonistic products,users will have higher purchase intention if they adopt interaction-oriented communication style,while when they recommend practical products,anchors are more suitable to adopt task-oriented communication style.The influence of anchors' communication style and product type matching on users' purchase intention is realized through the mediating role of perceived fluency.The hedonistic product and interaction-oriented communication style matching and the practical product and task-oriented communication style matching will increase users' perceived fluency and thus increase users' purchase intention.Finally,this paper further discusses how the "scenario" factor(the main color of the broadcast room)affects the choice of anchors' communication style.Based on the adjusting focus theory,this paper studies the relationship between the dominant color(red vs.blue)and anchors' communication style(Interaction-oriented vs.Task oriented),as well as its internal mechanism and boundary conditions.Through three different types of experiments for the experimental data,and analysis of variance and regression analysis of experimental data,the results showed that: When the main tone of the broadcast room is red(warm tone),tonal and as an external stimulus will stimulate the user's defensive focus,so that the host in the use of task-oriented communication style(when compared to interaction-oriented communication style)can lead to greater user purchase intention;When the main color of the broadcast room is blue(cool color),the color will serve as an external stimulus to stimulate the promoting focus of users,so that when anchors use interaction-oriented communication style(compared with task-oriented communication style),users will be more willing to purchase.The user's thinking mode plays a moderating role in the path process of the dominant tone in the broadcast room affecting the communication style effect of anchors.This paper also discusses the influence of three situational factors,namely "people","product" and "scenario",on anchors' choice of communication style.The results show that the communication style of users has the greatest influence on the communication style of different anchors,while the dominant color of broadcast room has the least influence on the communication style of different anchors.This paper discusses in detail how to choose anchors' communication style in order to maximize users' purchase intention.This paper not only analyzes the components of scenario-based architecture under the background of live streaming marketing but also analyzes the "user","product type","the mass-tone attune" these three factors and the interaction between the communication style and it's internal mechanism and boundary conditions.This paper comprehensively answers the question of how anchors should choose their communication styles under different live streaming marketing situations(different users' communication styles,product types,and different dominant colors of broadcast rooms).The main theoretical innovations of this paper can be summarized as follows: First,it systematically analyzes the components of scenario-based architecture under the live streaming marketing mode;Secondly,an explanatory framework is constructed to explain the effect of communication style similarity between anchors and users on purchase intention.Thirdly,an explanatory framework for the impact of product type and anchors' communication style matching on users' purchase intention is constructed.Fourthly,the paper constructs an explanation framework for the influence of the dominant tone in the broadcast room on the communication style of anchors.The research in this paper not only makes up for the research related to anchors' communication style in live streaming marketing,but also helps live streaming enterprises to correctly understand situational factors in live streaming marketing,and provides practical guidance for live streaming enterprises to flexively adjust anchors' communication style according to different situational factors so as to improve the conversion rate of live streaming.This paper puts forward the following practical suggestions for live streaming enterprises: First,the comprehensive layout of live streaming rooms should start from the scenario-based architecture under the live streaming marketing mode.Secondly,the communication style similarity between anchors and users is used to improve users' purchasing intention.Thirdly,the matching effect between product types and anchors' communication styles is cleverly used to improve users' purchasing intentions.Fourthly,the main color of broadcast room should be designed reasonably to influence the communication style of anchors.Fifthly,in live streaming marketing practice,the influence and weight value of various situational factors on the communication style of anchors are considered to make reasonable decisions.This paper also has some shortcomings,mainly reflected in the data collection process may be affected by accidental factors;The specific discussion on the situational factors of live streaming marketing is not comprehensive;The mediating mechanism and moderating mechanism that play an explanatory role in the interaction between situational factors and anchors' communication style are not fully discussed.Future research can adopt field experiments or second-hand data analysis to obtain more authentic and reliable research data,explore the influence of anchors' communication style on users' purchase intention under other situational factors,and explore other mediating variables and moderating variables,so as to enrich the existing research. |
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