Study On Influencing Factors Of Communication Effect Of Internet Celebrity Live Streaming

With the development of mobile internet technology and the growth of consumers’ personalized needs,internet celebrities can present the details of goods in detail through the live streaming platform,answer consumers’ doubts,and strive for preferential treatment for consumers with their own influence,so as to save consumers’ time and energy in choosing goods and realize convenient purchase of goods with high quality,low price and good quality.Once the internet celebrity live streaming mode appeared,it was widely concerned and welcomed by online users,and became an important marketing method for various enterprises.The purpose of this paper is to explore the influencing factors of internet celebrity live streaming communication effect,based on three elements of communication model:information source,information content and environmental factors,and analyze the influence changes of these factors on communication effect under different timing strategies and quantity strategies.This paper collects the objective data of the live streaming platform,and selects the indicators reflecting the corresponding characteristics.The information source elements mainly consider the credibility and attractiveness of internet celebrity,the information content elements include live streaming titles and product titles,and the environmental factors mainly consider the assistance of internet celebrity live streaming.Live streaming strategy is divided into timing strategy and quantity strategy.The former includes the starting time and duration of live streaming,while the latter includes the quantity of goods included in the internet celebrity live streaming.For the measurement of live streaming effectiveness,this paper selects the number of viewers and likes of each live streaming as indicators.This study crawled 3,684 live streaming records of 100 internet celebrity on Taobao Live platform from April 27,2020 to May 31,2020,directly obtained some indicators,and combined with manual labeling method,obtained all variables,and then constructed a multiple regression model.This research analyzes the influence of internet celebrity characteristics,live streaming content and the number of assistants on the communication effectiveness of internet celebrity live streaming,and explores the interaction between these factors and timing strategy and quantity strategy.The main findings of the study are as follows:(1)The number of fans of internet celebrity,the signing of contracts between internet celebrity and professional institutions and the appearance of internet celebrity in the live streaming can positively affect the number of viewers and likes of internet celebrity live streaming;(2)The number of characters,special sentence patterns and special symbols in the live streaming title negatively affect the number of live streaming viewers,while the number of characters in the commodity title positively affects the number of live streaming viewers and likes;(3)The number of assistants in the live streaming positively affects the number of viewers and likes of internet celebrity live streaming;(4)The longer the internet celebrity live streaming lasts,the positive impact of the signed internet celebrity on the live streaming effectiveness will be enhanced,and the impact of title characters and product characters on the live streaming effectiveness will be weakened;(5)When the internet celebrity live streaming starts at night,the positive impact of appearing internet celebrity on the live streaming communication effectiveness is enhanced;(6)The more products included in the live streaming,the positive impact of appearing internet celebrity on the live streaming effectiveness will be enhanced.Finally,this paper puts forward specific guidance and suggestions for the platform and internet celebrity to design live streaming reasonably to achieve better results.