Body Language and Words of Trust: A Study on the “Trust Effect” of Nonverbal Symbols in Live Broadcast with Goods

Abstract

This study aims to explore the factors that influence the persuasiveness of anchors in live-streaming e-commerce, from the perspective of nonverbal symbol theory, using content analysis as the research method. By coding and analyzing the relevant data of multiple anchors on Douyin and Kuaishou platforms, it is found that the “nonverbal symbol” expressions of clothing language and appealing to emotions have a significant impact on the persuasive effect on the audience, and the anchor’s makeup and dressing also have an important impact on the persuasive effect, usually, the more exquisite the makeup, the more obvious the impact. In addition, the study shows that lighting color and body language do not have a direct impact on the persuasive effect, but they have a potential impact in the overall persuasive effect. This study reveals the factors that have a significant impact on the persuasive effect on the audience in live-streaming e-commerce, and also points out the possible preference issues in the selection of research objects. 84-92 Body Language and Words of Trust A Study on the Trust Effect of Nonverbal Symbols in Live Broadcast with Goods 下载 Pages: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Share this: Share on X (Opens in new window) X Share on Facebook (Opens in new window) Facebook