Image Building Of Broadcasters In Knowledge-Based Livestream E-Commerce

With the development of technology,the momentum of the live broadcast industry is great,many practitioners have flocked to the livestream e-commerce track,leading to increased competition,the e-commerce broadcasters have presented problems such as homogenization and vulgarization.Due to the upgrading of the user’s mind and the higher requirements of the state on the quality of broadcasters,broadcasters urgently need to transform to knowledge-based broadcasters and strengthen the knowledge output and value output.Therefore,knowledge-based livestream was born and developed rapidly.Various knowledge experts try to be a livestream broadcaster,but the results are different.In addition,knowledge-based broadcasters require high quality of personal image,which is not easy to copy.Based on this,this paper will explore how broadcasters should shape their image under the knowledge-based livestream scenario,so as to improve their personal image charm and achieve better effect of recommending commodities.Through the model construction,improve the theoretical framework of the image building of broadcasters in knowledge-based livestream,provide reference and inspiration for enterprises to select and train professional knowledge-based broadcasters,and provide ideas and directions for the transformation of broadcasters.This study adopts literature research method and multiple case study method.Firstly,we define the key concepts of "knowledge-based livestream" and "broadcaster image" by combing the past literature,and expand the knowledge dissemination role of knowledgebased broadcasters in addition to product recommendation;and summarize the current status of research on e-commerce broadcasters and broadcaster image shaping.The academic research on traditional e-commerce broadcasters mainly focuses on the four aspects of e-commerce broadcasters’ attribute characteristics,language,interactive behavior,and communication behavior.There are few literature studies on knowledgebased broadcasters,and the research on the image building of broadcasters also lacks a clear theoretical framework.Therefore,this study focuses on knowledge-based broadcasters and innovatively introduces CIS image building theory to explore the systematic image building path.Secondly,we select typical knowledge-based broadcasters such as "Oriental Selection","Luo Yonghao","Gao Xiaosong" and "Wu Xiaobo" as the positive and negative cases,select the classic live broadcast session of the case broadcasters for image building comparison and live broadcast effect evaluation.Collect online comments of case broadcasters through online observation,and finally get 220 online comments after screening;At the same time,in-depth interviews were conducted with 10 live viewers,and the interview results were sorted and archived to further understand the image components of knowledge-based broadcasters and the image shaping strategies of broadcasters.Finally,based on the literature research,multi-case comparison and case data,this paper focuses on online comments,supplemented by interview results,and carries out data coding through grounded theoretical research method,and constructs a theoretical model in combination with CIS image building theory.Finally,we can draw a complete path to build the image of knowledge-based broadcasters:from the three dimensions of concept identification,behavior display and visual transmission.Among them,concept recognition is the basis,including values,cultural accomplishment,moral quality and professionalism,which has an impact on behavior display and visual transmission.The behavior display includes the knowledge output behavior and the recommended commodity behavior.The image is shaped from three aspects:the output content(the relevance of knowledge,the practicality of knowledge,and the interest of knowledge),the expression method(professional expression,living expression,empathy expression,and interactive expression),and the language characteristics(beautiful language,rich in philosophy).Visual transmission includes clothing and temperament."Leisure" clothing and "cultural" temperament can enhance the image charm of the broadcaster.For the cultivation of broadcasters in e-commerce enterprises and the transformation of traditional broadcasters,this paper gives the following suggestions:First,broadcasters should establish correct values,strengthen cultural learning,cultivate good moral quality and professionalism,and build a charming personality.Second,broadcasters should standardize the content of expression,such as establishing relevance between knowledge output and products,and making the content interesting and useful;broadcasters should innovate the form of expression,such as exercising the fluency of expression,language close to life,real-time interaction,etc.;broadcasters should polish the language characteristics and inject the "cultural" factor into the language.