Analysis Of Rollover Phenomenon Of Live Broadcast With Goods From The Perspective Of Media Situation Theory

As a new marketing method,live broadcasting is gradually accepted by the public.From the perspective of communication significance,live broadcasting,as a communication tool,builds a common situation space for consumers and anchors.It breaks the limits of time and geografical segmentation between anchors and consumers,consumers and consumers.Each participant can conduct real-time commodity purchase,manufacturing and discussion of common topics in the broadcast room,and provide mutual information feedback.In this process,each participant creates different situations in the absence of the body at the same broadcast room,producing a mixed situation.Reading live streaming in the “ media situational theory ”,first,Different participants in the live broadcast delivery activities can exist in the "middle stage" situation of the live broadcast belt activities mainly built with the anchor "performance" line in front of the screen,This is also the situational space that most consumers who participate in live streaming with goods stay together,In this situation,the anchor occupies the main body position of the situation;next,It is an uncontrollable and unpredictable "refront" situation built between consumers and anchors and between consumers through the text communication across time and space,In this situation,consumers occupy the dominant position with their quantitative advantage;last,unvisible "deep back " situation,The construction of this situation is generally not directly perceived by consumers in the broadcast room,But in fact,it profoundly affects consumers’ shopping experience and after-sales evaluation,That is,the situation is jointly dominated by anchors and businesses.The three situations both affect each other and exist independently.The smooth progress of a live broadcast activity depends on the joint maintenance of each situation by the anchor and consumers as the communicators and audiences.As live with goods constantly release its economic potential,the forces into live with goods,live with goods overturned events also gradually surfaced,anchor professional ability,consumers "carnival" behavior,studio quality problems are challenging the maintenance studio each situation building barrier,the collapse of each situation space directly affects the effect of a live with goods.In the power period of the live broadcast with goods,it is necessary to classify the problems and analyze the causes of the broadcast room to maintain the orderly construction of the mixed situation in the broadcast room.