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随着电商行业的快速发展,人们的生活已经离不开网络购物平台,网络购物平台作为一种媒介存在,人们无时不刻在淘宝购物媒介平台进行着人际交往和传播,但是,以网络购物平台为媒介的人际交往传播与在一般购物平台的人际交往传播不同,网络购物平台一般运用数字化传递购物信息,例如买家通过网络名人的视频直播推荐、店面评论信息、与卖家、买家简单的互动交流、查看卖家秀和买家秀等数字化、图像化的信息来直接影响人们判定商品的好坏、影响人们对网络购物平台的印象,从而让买家作出交易行为的决定。本文以淘宝购物媒介平台的买家秀和买家秀的信息对比分析为例,通过分析买家与买家、卖家与买家之间交流互动信息,探究在新媒体时期,网络购物媒介平台的人际交往传播特点。
With the rapid development of the e-commerce industry, people’s lives are inseparable from the online shopping platform, online shopping platform as a medium exist, people are always on the Taobao shopping media platform for interpersonal communication and dissemination, but to network Shopping platform for the media communication and communication in the general interpersonal communication platform shopping different, online shopping platform commonly used digital transmission of shopping information, such as buyers through the network celebrity live video recommendations, store reviews, and the seller, the buyer is simple Interactive viewing of the show and the buyer show digital and visual information directly affect people to determine the quality of goods, affecting people’s impression of the online shopping platform, so that buyers make the decision of the transaction behavior. This article takes the comparative analysis of buyers ’show and buyers’ show of Taobao shopping media platform as an example. By analyzing the interaction information between buyers and buyers, sellers and buyers, this paper explores the interpersonal relationships of online shopping media platform Communication characteristics.