直播带货的非言语说服策略研究

A Study on Nonverbal Persuasion Strategies in Live-Stream E-Commerce

摘要: 直播带货是一种典型的说服过程，在传统的言语说服背后还存在着一套完整的以非言语行为为主要内容的说服机制。基于霍夫兰的说服理论，发现非言语说服机制以改变受众态度为最终目的，在三个维度形成协同性的非言语策略：在说服者维度通过客体语和体态语来打造符合自身定位的人设，在说服信息维度通过体态语和副语言来实现理性诉求和感性诉求的双重强化，在说服情境维度通过精心打造的环境语来营造临场感，通过适时的体态语和副语言提升说服情境的感知互动性。三个维度的非言语说服策略共同运作，在一定程度上迎合了受众的需求，最终实现说服。

Abstract: Live-streaming e-commerce is a typical persuasion process, where behind traditional verbal persuasion exists a complete persuasion mechanism primarily based on nonverbal behavior. Based on Hofland’s persuasion theory, it is found that the nonverbal persuasion mechanism aims at changing the audience’s attitude and forms synergistic nonverbal strategies across three dimensions: In the persuader dimension, creating a persona that aligns with one’s own positioning through object language and body language; in the persuading information dimension, using body language and paralinguistics to achieve dual reinforcement of rational and emotional appeals; in the persuasion context dimension, creating a sense of presence through a carefully crafted environmental language and enhancing the perceived interactivity of the persuasion context with timely body language and paralinguistics. The three-dimensional nonverbal persuasion strategies work together, to some extent catering to the needs of the audience, ultimately achieving persuasion.