A Strategic Analysis Of Local Government Officials’ Emotional Labor To Promote Agricultural Products In Live Streaming

With 4G and 5G technology developing,e-commerce live-streaming has become more and more fashionable,because it can satisfy the shopping needs of many netizens for real-time communication of product details without leaving home.The live-streaming of officials to sell agricultural products became a hot issue because of the outbreak of the pandemic,and many official anchors with their charming personality or knowledge reserve has achieved remarkable sales effect.According to Hart and Negri’s opinion of affective labor theory,affective labor is to produce and manipulate the affect,and it is subjective.In order to attract consumers to buy agricultural products,officials provide consumers with product explanation,taste trial and knowledge interpretation of local humanistic characteristics and other services during the live-streaming.Therefore,the live-streaming of officials to sell agricultural products can also be seen as the affective labor of the officials.However,few people have studied the emotional labor performance of official anchors.Starting from official anchors’ words and actions,considering what emotional labor strategies the official anchors adopt is beneficial to improve the sales volume of agricultural products.In addition,the live-streaming of officials to sell agricultural products also provides a new channel for the public to recognize the image of officials,which will also affect the credibility of officials and the government.So this paper drawing on mature researches and S-O-R model,established a research model to study the effect of official anchors’ emotional labor performance on consumers’ intention.In this research model,the independent variables are the official anchors’emotional labor performances,the mediating variable is consumers perceived value(namely,consumer pleasure and consumer trust),and the dependent variable is consumers purchase intention.The writer used the questionnaire survey method and data analysis.It found out those results as follows:(1)Official anchors’ emotional labor performance has a significant positive correlation with the purchase intention of the consumers.(2)Official anchors’ emotional labor performance has a positive correlation with the consumers’ perceived value(namely,consumer pleasure and trust).(3)official anchors’ emotional labor performance can directly affect consumers’ purchase intention,it also can influence the purchase intention of consumers by affecting their pleasure and trust.(4)The matching of official anchors has the greatest impact on consumers’ purchase intention,while the interaction of official anchors has the least impact.Based on them,the officials should:(1)Highlighting the local characteristics of agricultural products;(2)Presenting a more real image of agricultural goods;(3)Strengthening product knowledge reserve and stimulating consumer trust;(4)Changing the discourse system and establishing own language labels;(5)Innovating interactive forms to enhance consumer experience.