User Experience: The Motivation and Promotion of Livestreaming Innovation in Chinese Marketing

Abstract

China’s e-commerce livestreaming economy was booming under the influence of the COVID-19, and competition for online users has become the main task of online marketing. To explore the relationship between user experience and livestreaming, this paper used document research, sentiment analysis and depth interview. The results showed that the integration of livestreaming and e-commerce enhanced user experience usability: livestreaming extended to social platform to provide users with positive emotional experience of interactive rituals: user value is an important factor in maintaining long-term and intimate relationships. The results of the present work implied that the rise of e-commerce livestreaming benefited from nice user experience in emergency situation, and the key to future development is also to enhance user experience from consumption scenarios, building interaction rituals and co-creating user value with private traffic.