| In the post-epidemic era,digital economy represented by E-commerce livestreaming has become an important force driving China’s economic development.However,while making sales myths,E-commerce livestreaming also creates a group of irrational shoppers,which brings a lot of adverse effects on their daily life and physical and mental health.On this basis,this article is based on "Consumerism" critical perspective,the use of"Para-social interaction" and "Hook Model" builds the research framework of this study,selecting "Taobao","Douyin" and "Pinduoduo" E-commerce livestreaming platforms as examples,this paper uses "Literature Research Method" and "Case Analysis Method" to explore the unique marketing strategies of E-commerce livestreaming MCN.The research finds that E-commerce livestreaming MCN uses media technology to build the E-commerce livestreaming room into a closed consumption ecology,and uses a variety of marketing strategies to influence the generation of users’ purchase intention.First of all,E-commerce livestreaming MCN packs and encharm E-commerce anchors,and uses web celebrity effect,celebrity effect,agenda setting and other means to stimulate users’ idol worship and conformity psychology,thus consolidating the "Para-social interaction" between E-commerce livestreaming users and E-commerce anchors.Secondly,E-commerce livestreaming MCN and E-commerce livestreaming platform bring users an immersive shopping experience through the development and creation of scenes,and lead users to gradually solidify their consumption habits of using E-commerce livestreaming.Finally,based on the "Para-social interaction" between E-commerce livestreaming users and E-commerce anchors,MCN creates an "Hook Model" for users to use E-commerce livestreaming,and manipulates users to have the impulse to place repeated orders during live shopping.Therefore,only by improving media literacy and strengthening behavior control,can users effectively avoid their irrational shopping. |
