Research On Emotional Expression In Live Streaming Ecommerce

E-commerce live streaming has existed in China for several years.It is a new type of application communication mode which named Live Streaming Emommerce.The anchor often arouses and stimulates the emotions of consumers with a high-pitched and excitable tone.Thereby,converting the audience’s attention accumulated in the live broadcast room into purchasing power.Emotional discourse expressions are common among the sales language of the anchors with goods,and the phenomenon and problems of emotional transmission are very obvious.This research selects the representative e-commerce internet celebrity anchor Li Jiaqi as the case study object,takes Li Jiaqi’s live broadcast text in the past year as the research sample,and conducts a detailed analysis of Li Jiaqi’s live broadcast text through the combination of content analysis and text analysis.Analysis,and try to interpret the discourse text of the anchor with the goods from the perspective of emotional research.The study found that there are obvious emotional biases in the process of Li Jiaqi’s live broadcast and delivery of goods,among which positive emotions such as excitement,pleasure,warmth and patience,and negative emotions such as nervousness,regret,anger and helplessness are the most prominent.Different emotion types will have corresponding different emotional discourse expressions.When expressing emotions,Li Jiaqi frequently uses characteristic vocabulary,often uses exclamatory sentences and imperative sentences,makes full use of rhetorical devices,and also carries emotional information at the level of written language.In fact,the phenomenon of emotional transmission will inevitably occur in the process of live broadcast,but excessive use of emotions to achieve commercial purposes overdraws the expectations of the audience,resulting in the collapse of the anchor’s reputation for bringing goods.Ignoring such problems is not conducive to the long-term life of the live broadcast industry.developing.At the same time,the abuse of emotional communication reflects social problems such as social loneliness and material desire.In this regard,it is believed that the supervision of the live broadcast industry should be further strengthened,and by improving the professional quality of the live broadcasters and raising the entry threshold of the live broadcast industry to limit problems such as exaggerated propaganda and enticing impulse orders,it provides a healthy and sustainable development for the live broadcast industry.New advice and reference material.