| With the development of Internet technology and live broadcasting industry,live stream e-commerce has become a new shopping pattern which affect people’s consumption custom.More and more companies are transforming their business into live stream e-commerce in order to expand new market,and a growing number of people are changing their shopping habits from shop in malls to shop via live streaming.The study of user information interaction behavior in live stream marketing will help improve the information interaction between users and live stream platforms.It provides guidance for enterprises to transform their business in to live stream e-commerce and promote the balance of the information interaction ecosystem in live stream marketing.By applying various research methods such as literature analysis,statistical analysis,empirical analysis and case study analysis,this paper thoroughly investigates the mechanism,personas,willingness impact factors and effect evaluation of user information interaction behavior in live stream marketing.Chapter 3 is the core theoretical research framework,which constructs the mechanism model of information interaction behavior in live stream marketing based on Information ecological Theory and provides the theoretical support for the subsequent research;Chapter 4 constructs the information interaction behavior persona model of users on live streaming platform and provides the theoretical pavement for Chapter 5;In Chapter 5,based on immersion theory,the influencing factors of user information interaction behavior in live stream platforms are studied,which provides strong support for the establishment of the index system of effect evaluation in Chapter 7;Chapter 6 summarizes four types of information interaction modes of live stream marketing dominated by information ecological elements at the practical level,which provides practical guidance for the content of Chapter 8.In Chapter 7,based on the four elements of Information Ecology and combined with representative live stream platforms,the empirical analysis of information interaction effect evaluation is carried out,providing theoretical and methodological guidance for the interactive construction of live stream platforms,as well as the countermeasures research in Chapter 8;Chapter 8,based on the theoretical research from Chapters 4 to 7,gives the theoretical research results of the whole paper and proposes countermeasures for guiding user information interaction in live stream marketing,which is the final point of this research.The following are the contents of the six core chapters of this paper.Chapter 3 Mechanisms of Users Information Interaction Behavior in Live Stream MarketingBased on the Information Ecology Theory,this chapter analyzes the motivation of information interaction in live stream marketing at first.In the following,it analyzes the ecological elements of information interaction in live stream marketing and concludes the impact factors of user information interaction behavior on live stream platforms.Furthermore,it proposes four ecological chains and constructs the ecological system of user information interaction behavior in live stream marketing based on Information Ecological Theory.Finally,it forms the mechanism model of user information interaction in live stream marketing which provides necessity and rationality for this research.It is the core theoretical research framework of this paper.Chapter 4: Portrait Analysis of User Information Interaction Behavior in Live Stream MarketingIn this chapter,by constructing the portrait model of user information interaction behavior of live stream platform,the law of user information interaction behavior is presented.It provides relevant theories and research methods for portrait analysis for user information interaction behavior in live steam marketing as well as guidance for the construction and development of live stream platforms.In the research process,users of the live stream platforms are taken as the research object,and the user information interaction behavior portrait model has been constructed from three dimensions: user information use behavior characteristics,information interaction behavior characteristics and user purchase behavior characteristics.After obtaining data by releasing questionnaires,user information interaction behavior on live stream platforms has been cluster analyzed by applying Factor Analysis and K-means Cluster Analysis Methods.The research results show that the user information interaction behaviors on live streaming platform can be divided into interactive user information interaction behaviors,consumer user information interaction behaviors,enthusiastic user information interaction behaviors and silent user information interaction behaviors.This chapter provides the theoretical pavement for the study of influence factors in Chapter 5.Chapter 5: Analysis of the Willingness of User Information Interaction Behavior in Live Stream MarketingThis chapter provides a new research perspective on the influencing factors of user information interaction behavior willingness in live stream marketing based on Immersion Theory,which can better help standardize the words and deeds of live stream anchors and promote the formation of a good ecology of live stream platform at the practical level.Combining with TAM model and Immersion Theory,a model of influencing factors of the willingness of user information interaction behavior in live stream marketing has been constructed and research hypotheses has been proposed.After collecting samples by questionnaires,empirical research has been conducted by structural equation modeling.The results show that perceived usefulness,perceived ease of use and immersion experience play an important role in influencing factors of the willingness of user information interaction behavior in live stream marketing.Meanwhile,the willingness of user information interaction is also an influencing factor of the willingness of user information interaction behavior in live stream marketing.Social factors do not have a significant effect on the willingness of user information interaction behavior in live stream marketing.This chapter provides strong support for the construction of the index system of effect evaluation in chapter7.Chapter 6: User Information Interaction Model in Live Stream MarketingBased on the Information Ecological Theory,this chapter summarizes four information interaction modes applicable to most live stream enterprises at the practical level,and selects typical live stream enterprises for each mode for case analysis.The information interaction mode of influencer + live stream is analyzed based on the perspective of information person;the information interaction mode of AI + live stream is analyzed based on the perspective of information technology;the information interaction mode of knowledge + live stream is analyzed based on the perspective of information;the mode of scene + live stream is analyzed based on the perspective of information environment.A comparative analysis of the four modes is made at the end.This chapter provides practical-level guidance for the content of Chapter 8.Chapter 7: User Information Interaction Effect Evaluation in Live Stream MarketingThis chapter constructs four primary indicators and 17 secondary indicators of interaction interface,interaction function,interaction content and interaction subject from four dimensions of information environment,information technology,information and information person based on Information Ecological perspective,and carries out empirical analysis by using hierarchical analysis and fuzzy comprehensive evaluation method,combined with five typical live stream platforms.The research results show that the interaction subject is the main index for evaluating the user information interaction effect of the live stream platforms,and it has the greatest influence on the user information interaction effect compared with other primary indexes.The data results of the secondary indicators show that user interaction satisfaction and timeliness of interaction function are the most important concerns of users,and their influence on information interaction effect is much more than the aesthetics of interaction interface.The data results show that the platform can quickly improve the information interaction effect by improving the interaction subject and interaction function,and can measure the shortcomings of its own interaction design according to the index system weights,and take targeted improvement measures to improve the platform information interaction construction.The evaluation indexes constructed have good operability and practicality,which can provide theoretical and methodological guidance for the interactive construction of live stream platforms.It also provides reference for the countermeasure research in Chapter 8 of this paper.Chapter 8: Countermeasures for Guiding User Information Interaction in Live Stream MarketingAt the theoretical level,based on the Information Ecology Theory,this paper systematically studies the theoretical system of user information interaction of live stream marketing,and promotes the application of the theory of Information Ecology in the field of user information interaction in live stream marketing.Based on the analysis of characteristics of user information interaction behaviors,the willingness of user information interaction behaviors and effect evaluation of user information interaction behavior in live stream marketing,relevant theories were constructed,which provided scientific methods and theoretical support for the management of enterprises and live stream platforms,and theoretical guidance for improving the information interaction effect between users and live stream platforms.In addition,it provides theoretical reference for local governments to formulate policies related to live stream marketing from four aspects: user guidance countermeasures in live stream marketing based on information person,improved countermeasures of information interaction based on information content,service countermeasures of live stream based on information technology,and management countermeasures of live streaming based on information environment,and theoretical guidance for enterprises and live stream platforms to formulate development strategies.At the practical level,this paper provides related analysis of user information interaction behavior in live stream marketing.It analyzes the characteristics and laws of user interaction behavior with Persona technology,which provides realistic guidance for e-commerce enterprises to transform their business to live stream selling;it conducts an empirical analysis based on the Information Ecology Theory,which provides a reference for live stream platforms to optimize the information interaction function and promote the orderly development;by summarizing four information interaction modes,it provides new path choices for e-commerce enterprises and helps them avoid risks,improve user satisfaction and promote the benign development of the live stream industry by giving guidance strategies. |
PDF Full Text Request