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User Experience: The Motivation and Promotion of Livestreaming Innovation in Chinese Marketing

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Cross-Cultural Design. Applications in Arts, Learning, Well-being, and Social Development (HCII 2021)

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Abstract

China’s e-commerce livestreaming economy was booming under the influence of the COVID-19, and competition for online users has become the main task of online marketing. To explore the relationship between user experience and livestreaming, this paper used document research, sentiment analysis and depth interview. The results showed that the integration of livestreaming and e-commerce enhanced user experience usability: livestreaming extended to social platform to provide users with positive emotional experience of interactive rituals: user value is an important factor in maintaining long-term and intimate relationships. The results of the present work implied that the rise of e-commerce livestreaming benefited from nice user experience in emergency situation, and the key to future development is also to enhance user experience from consumption scenarios, building interaction rituals and co-creating user value with private traffic.

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Notes

  1. 1.

    Note: GMV refers to the transaction amount of the website, including payment amount and unpaid amount.

  2. 2.

    Shenyang. ROST Content Mining System: software for Content Mining and Analysis. Wuhan University, Hubei, China (2008).

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Acknowledgements

The author would like to thank the interviewees for their participation and all the supporters of the current study and the reviewers for their thoughtful comments. This research was supported by Hunan University and my master tutor.

Author information

Authors and Affiliations

  1. Hunan University, Changsha, 410082, People’s Republic of China

    Lijun Han

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  1. Lijun Han
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Editor information

Editors and Affiliations

  1. Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

Appendices

Appendix 1: Depth Interview Outline

  1. 1.

    Under what circumstances would you watch the live broadcast?

  2. 2.

    Are there any live broadcast rooms that you often follow?

  3. 3.

    Can you talk about your feelings when watching the live broadcast?

  4. 4.

    What does live broadcast mean to you?

  5. 5.

    Are there other channels to obtain live broadcast information?

  6. 6.

    How does a live streaming shared by friends affect you?

  7. 7.

    Do you want to have more interaction with the anchor?

  8. 8.

    How does joining the fan group affect you?

Appendix 2: Interview Record

Interviewee RF (Girl, Idol)

First watch the live broadcast preview on the Douyin platform. If there is a product that needs to be purchased, she will watch the live broadcast; if there are favorite stars in the live room, she will also watch the live broadcast. The only anchor she pays attention to is Li Jiaqi, because his selection is more tasteful. She liked Li Jiaqi’s live broadcast style and thought it was not too boring. She wants to have more interaction with the anchor, and if it can bring the actual value or entertainment value of the discount, she will also consider joining the fan group.

Interviewee WX (Girl, Loves Online Shopping, Value-for-Money)

Watching live broadcasts when she needs to buy things and when she is bored. Live broadcast can sometimes be regarded as an entertainment pastime. She will quit the live broadcast with boring content and is more impatient and doesn’t like slow pace. She has been following Li Jiaqi’s live broadcast room. The channels for obtaining live broadcast information are the note sharing of Xiaohongshu’s preview live broadcast, and the live link shared by friends will also be viewed.

Interviewee CY (Male, Rational and Direct)

When he needs to buy goods, he will use the search function to directly enter the target live broadcast room, and will quickly finish buying things, paying more attention to the actual function value, and not paying too much attention to other emotional expressions of the anchor. The lottery will become a factor that attracts him to participate in the interaction, but it will not be deeply interactive. A relatively indifferent attitude towards advertising will not affect consumption, but will open live links shared by acquaintances, and recommendations from acquaintances will affect consumption decisions.

Interviewee HC (Boy, Likes to Watch Live Matches)

In the evening when he is bored, he will watch livestreaming, which will be used as a pastime entertainment. When he meets something he likes, he will buy it. He watched the live broadcast by randomly choosing a type, or a connection shareed by friends. If there is a lottery and other benefits, he will be willing to join. He did not join the live broadcast community but has a fan group and game community who joined the star. He is in a diving state in the group. The reason for staying in the community is that there will be match information and a link to watch the match live for free. Bring actual functional value.

Interviewee LJ (Girl, with Live Shopping Habits)

She will watch the live broadcast preview on the anchor’s WeChat public account and sharing in Xiaohongshu, watch the live broadcast when she is needed or bored. She often pays attention to Li Jiaqi, and the bloggers she likes; she thinks that live broadcast products are more favorable than normal shopping channels. Shopping through live broadcasts has become a priority shopping habit. When she was alone during the epidemic quarantine, she believed that the live broadcast channel could connect with outside anchors and spend lonely moments as a companion. She believes that the most attractive aspects of live broadcasting are the discounts and lottery benefits. If entertainment games and warm content can be added, it will be more attractive. And she is willing to join the fan group to facilitate access to more preferential information, and on the other hand, she can find more people with common interests to share life with.

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Han, L. (2021). User Experience: The Motivation and Promotion of Livestreaming Innovation in Chinese Marketing. In: Rau, PL.P. (eds) Cross-Cultural Design. Applications in Arts, Learning, Well-being, and Social Development. HCII 2021. Lecture Notes in Computer Science(), vol 12772. Springer, Cham. https://doi.org/10.1007/978-3-030-77077-8_27

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  • DOI: https://doi.org/10.1007/978-3-030-77077-8_27

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  • Online ISBN: 978-3-030-77077-8

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