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从电视购物到直播带货——试析媒介发展对线上购物的影响
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Abstract:
随着技术革新的不断进步，媒介正经历着快速迭代发展。从二十世纪倍受国民青睐的电视媒介，到二十一世纪后来居上的新媒体，媒介的演变不仅重塑了原有的媒介生态，也深刻改变了人们的生活方式和行为模式。在这一背景下，线上购物经历了从传统电视购物到新媒体直播带货的转型。本文聚焦于这一演变过程，通过对比分析电视购物和直播带货在销售模式、销售主体和用户群体等方面的差异，探讨媒介发展对线上购物的影响，进而探索在这一转变中可能的创新与改良，为线上购物在未来媒介环境下的长远发展提供启示。
With the continuous progress of technological innovation, media is experiencing rapid iterative development. From the television media favored by the people in the 20th century to the new media in the 21st century, the evolution of media has not only reshaped the original media ecology, but also profoundly changed people’s lifestyle and behavior mode. In this context, online shopping has experienced a transformation from traditional TV shopping to new media live commerce. This paper focuses on this evolution process and discusses the impact of media development on online shopping by comparing and analyzing the differences between TV shopping and live commerce in terms of sales models, sales subjects and user groups, and further explores possible innovations and improvements in this transformation, so as to provide inspiration for the long-term development of online shopping in the future media environment.
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