Research on the communication of virtual anchors in E-commerce platforms from the perspective of Embodied Theory -- taking the live streaming sales of the virtual idol Luo Tianyi as an example

Abstract

In recent years, with the rise of virtual anchors in live streaming, virtual characters represented by "virtual idols" have gradually entered people's life. This paper mainly analyzes the interactive ways and characteristics of virtual idol Luo Tianyi's practice of selling goods in live streaming. In this communication practice, Luo Tianyi has embodied phenomena on two levels "physical and emotional." In addition, this paper also analyzes the communication mode of virtual anchors in e-commerce platforms from the physical-emotional level. Our research believes that in e-commerce live streaming, virtual anchors can integrate technology with their bodies and combine audiences with shopping scenes, thus improving the audience's perception and experience and contributing to the development of the live streaming selling industry. However, the technical construction and practical application of virtual anchors still have some problems to be solved. With the progress and perfection of technology, virtual anchors will have more excellent application space in the future live-streaming industry.

Keywords: Embodied theory, virtual anchor, virtual idol, e-commerce live streaming

DOI: 10.7176/NMMC/104-05

Publication date: March 31^st 2023