The Research on the Audiences’ Psychological Under the Influence of Live Streaming of Stars on Douyin Platform ---Take Jia Nailiang as an Example

Abstract

Under the influence of the post-epidemic era, due to the limitations of people's mobility and the e-commerce mechanism that encouraged by both Internet and Douyin platform. These make the online shopping format become more popular which not only attract more people to join the e-commerce industry of Douyin platform but also attract many superstars. As superstars have their own star effect, when they are an e-commerce anchor, they will be very different from other e-commerce bloggers in attracting audiences. This article takes video blogger and star Nailiang Jia as an example which through case analysis and in-depth interviews and using Douyin's official platform Douchacha to analyze the differences between stars and anchors. According to the list of the corresponding advantages and disadvantages, which can explore the psychological activities of the audience under the influence of live streaming on the Douyin platform. The final research results show that most of the audience will place an order based on sufficient demand. Because of the failed shopping experience of some consumers, they will not place too many orders due to the star effect. In addition, the commodity explanations will affect audience psychology and the sales of products brought by anchors or stars. The authors hope that this study can provide some insights for future scholars in this field.

Whether Sports Stars Promote the Commercial Value of Short-video Social Media Platform: A Study of Social Media

“…Sports stars, especially retired sports stars, get a certain amount of publicity and considerable income through live streaming. At the same time, sports stars can bring new capital and expand the influence of the short-video platform [8]. From the starting point of sports stars, this study explicitly analyzes the commercial behaviors of sports stars on short-video platforms.…”