智媒时代下网络直播带货的情感营销策略与消费行为分析

Analysis of Emotional Marketing Strategies and Consumer Behavior in Live-Streaming E-Commerce in the Era of Smart Media

摘要: 伴随智媒时代的到来，借助算法、大数据和人工智能技术重塑了媒介的生态环境，引发了网络直播带货这一新兴电商模式的诞生。随着智媒技术的快速进步以及消费模式的升级，网络直播带货已从简单的价格促销，过渡到以情感营销为核心的新型商业模式。本研究基于传播学理论视角，以网络直播带货为研究对象，采取混合研究方法，剖析智媒时代直播带货时情感营销的策略模式及其对消费行为的作用，采用内容场景化搭建、主播共情化表述、互动技术化革新及运营节奏化掌控等策略，直播带货可有效引发消费者的情感共鸣，进而左右其购买的决策，本文同样对未来的发展趋势作出展望，力求为品牌方和平台优化直播营销策略提供理论参考。

Abstract: With the advent of the smart media era, the media ecosystem has been reshaped by algorithms, big data and artificial intelligence technologies, giving rise to the emergence of the new e-commerce model of live-streaming e-commerce. As smart media technology advances rapidly and consumption patterns upgrade, live-streaming e-commerce has evolved from simple price promotions to a new business model centered on emotional marketing. This study, based on the perspective of communication theory, takes live-streaming sales as the research object and adopts a mixed research method to analyze the strategies and models of emotional marketing in live-streaming sales in the smart media era and their impact on consumer behavior. By adopting strategies such as content contextualization, emotional expression by hosts, technological innovation in interaction, and rhythm control in operation, live-streaming sales can effectively evoke consumers’ emotional resonance and influence their purchasing decisions. This paper also makes prospects for future development trends, aiming to provide theoretical references for brands and platforms to optimize their live-streaming marketing strategies.