Author(s)

Peigang Liu, Junjie Zhao, Yuting Zhang

School of Business Administration, Anhui University of Finance& Economics, Bengbu, China.

E-commerce live streaming has become a new trend in people’s online shopping. A variety of live streaming platforms provide people with means of communication and communication. E-commerce live streaming stimulates consumption, greatly promotes economic development, and enables people to understand the world and observe society from different angles. Among them, the application of information symbols has become the bottleneck for the sustainable development of e-commerce live broadcast. Through the analysis of symbol interaction in e-commerce live streaming, this paper holds that e-commerce live streaming not only meets people’s shopping needs, but also plays a certain role in leisure and entertainment and emotional companionship. It also puts forward some strategic suggestions to promote the sustainable and healthy development of e-commerce live streaming by creating lively and interesting interactive content symbols and building scene symbols that accompany audiences to “pick goods, recognize goods and buy goods”.

Symbolic Interaction, E-commerce Live Broadcast, Network Effects, Communication Strategy

Liu, P.G., Zhao, J.J. and Zhang, Y.T. (2022) Research on Symbolic Interaction in E-Commerce Live Streaming. Open Access Library Journal, 9, 1-12. doi: 10.4236/oalib.1109442.