Research Article
A Study of E-commerce Livestreaming Promote Irrational Consumption using the 4rs of Marketing and Emotion Communication Framework
@INPROCEEDINGS{10.4108/eai.9-12-2022.2327656, author={Shi Shen and Ke Xu}, title={A Study of E-commerce Livestreaming Promote Irrational Consumption using the 4rs of Marketing and Emotion Communication Framework}, proceedings={Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China}, publisher={EAI}, proceedings_a={MSIEID}, year={2023}, month={3}, keywords={emotion communication; 4rs; e-commerce livestreaming; irrational consumer; impulse purchase; influencer}, doi={10.4108/eai.9-12-2022.2327656} }- Shi Shen
Ke Xu
Year: 2023
A Study of E-commerce Livestreaming Promote Irrational Consumption using the 4rs of Marketing and Emotion Communication Framework
MSIEID
EAI
DOI: 10.4108/eai.9-12-2022.2327656
Abstract
COVID-19 has not only changed the global economic landscape, but also changed the lifestyle of people around the world. With the current pandemic, people are more willing to shop at home. Therefore, it is necessary for companies engaged in e-commerce livestreaming to establish long-term and stable relationships with the audience. 4Rs marketing strategy is a good choice, it focuses on cooperation and win-win with customers. Among the many types of e-commerce livestreams, influencer livestreams are the most popular. It obviously applied the 4Rs marketing strategy, using emotions (passion and excitement) to stimulate the audience, and let the audience become their followers, in order to promote the audience's irrational consumption. It can be said that this is a 4Rs marketing involving emotional communication. This article takes the classic relationship marketing strategy 4Rs and Zhao and Liu's definition of emotional communication as the theoretical framework. It analyzes the relationship between the marketing methods of influencer teams, emotional communication and irrational consumption in e-commerce livestreaming from the four perspectives of "relationship", "retrenchment", "relevance" and "reward". Based on this, we proposed hypotheses and constructed a theoretical model aimed at explaining irrational consumption.