符号互动视域下体育电商直播中的身体消费  

Physical Consumption in Sports E-Commerce Live Broadcast in View of Symbolic Interaction

作　　者：王相飞[1] 延怡冉 康益豪 王雪莲[2] WANG Xiangfei;YAN Yiran;KANG Yihao(Editorial Dept,Wuhan Sports Univ.,Wuhan 430079,China;Graduate Dept.,Wuhan Sports Univ.,Wuhan 430079,China;School of Sports Science,Fujian Normal Univ.,Fuzhou 350007,China)

机构地区：[1]武汉体育学院期刊社,湖北武汉430079 [2]武汉体育学院新闻传播学院,湖北武汉430079 [3]福建师范大学体育科学学院,福建福州350007

出　　处：《武汉体育学院学报》2021年第11期56-61,共6页Journal of Wuhan Sports University

基　　金：国家社会科学基金项目(21BTY017);武汉体育学院中青年科研团队项目(21KT15)。

摘　　要：基于符号互动论的视角,探讨体育电商直播中的新型身体消费机制。研究发现消费者对体育电商主播的身体形象进行符号化消费、直播间为主播和消费者的身体符号化呈现提供了消费情境、主播与消费者双向的具身参与互动助推身体符号化消费行为。据此提出体育电商直播中的身体消费实施路径充分发挥体育电商主播的身体符号化优势、积极打造观赏型和参与型的符号化消费情境、强化主播与消费者的具身符号化互动体验。With the continuous upgrading of the sports consumption mode and the influence of the COVID-19 epidemic,the new consumption form of sports e-commerce live broadcast develops rapidly,in which anchors and consumers are virtually present in the same consumption field,and has promoted the development of sports e-commerce live broadcast market.Based on the symbolic interaction theory,the paper explored the new physical consumption mechanism in sports e-commerce live broadcast.The results showed that the consumers consumed the body images of the anchors in sports e-commerce symbolically,that the broadcast rooms provided the consumption scenario for the symbolic presentation of the anchors’and consumers’bodies and that the interaction between anchors and consumers promoted the symbolized physical consumption.The implementation of the physical consumption in the sports e-commerce live broadcast included giving full play to the physical symbolization advantages of the sports e-commerce anchors,actively creating the symbolized consumption situation of spectator type and participation type,and strengthening the symbolic interactive experience between the anchors and the consumers.

关 键 词：体育电商直播 符号互动论 身体消费 体育消费 虚拟在场 

分 类 号：G80-05[文化科学—运动人体科学]