网络直播购物情境下的拟剧化营销——基于抖音直播平台的分析与诠释  

The Dramaturgical Marketing in Online Live Shopping:Analysis Base on Tik-Tok Platform

作　　者：朱逸[1] 尹卫华[1,2] ZHU Yi;YIN Wei-hua(Shanghai JianQiao University,Shanghai 201306,China;Shanghai University of Finance and Economics,Shanghai 200433,China)

机构地区：[1]上海建桥学院商学院,上海201306 [2]上海财经大学商学院,上海200433

出　　处：《上海对外经贸大学学报》2021年第2期114-124,共11页Journal of Shanghai University of International Business and Economics

基　　金：国家社科基金重大项目“大数据驱动的网络社会心态发展规律与引导策略研究”(项目编号:19ZDA148)的资助。

摘　　要：网络直播购物逐渐成为一种新的网络营销与消费方式。对于该模式的剖析,有助于对网络直播购物这一新兴事物进行全景化的解构与阐释,更好地理解与把握该模式的本质与趋势。本文基于第三方立场与视角,以戈夫曼拟剧理论为基础,锚定抖音平台为实践场景,尝试诠释拟剧理论在网络直播购物情境中的新变化、新形式、新内涵。研究选择Top100网络直播主播为分析对象,采用后台运营数据、页面数据爬虫、人工观察分析等多元数据采集与分析方法,对整个网络直播购物场景进行分析。研究发现,网络直播购物呈现出鲜明的拟剧化营销特质,各类要素间存在循环强化的运行机理,消费者的购物行为有着显著的集体偏好,且主体间的协同合作机制促进了消费的延续。该发现有助于对拟剧化营销运行机制、拟剧理论的新场景及网络直播购物这一新兴商业模式进行客观辩证的思考。With the rise of online live shopping,it has gradually become a new type of online marketing and consumption mode,affecting many subjects.The analysis of this mode is helpful to deconstruct and explain the new thing of online live shopping,to better understand and grasp the nature and trend of this mode.This research is based on the theory of Goffman’s Dramaturgical,and anchored in the research field of the shaking platform.The anchor of Top100 chosen as the analysis object.The data collection and analysis methods such as Tik-Tok data,page data crawler,artificial observation and analysis to observe the five factors of the front area,the rear area,the audience,the impression management and the troupe.The research makes clear the distinctive characteristics of dramatization consumption and the operation mechanism of its cyclic reinforcement.At the same time,based on the characteristics of drama-like consumption,this paper aim to objectively and dialectically view the future development of online live shopping.

关 键 词：网络直播购物 抖音平台 戈夫曼 拟剧理论 拟剧化营销 

分 类 号：F724[经济管理—产业经济]