Discourse Decision-Making in Douyin Agricultural Product Live Streaming: An Analysis Based on Signaling Theory and the Hovland Persuasion Model
Main Article Content
Keywords
e-commerce, agricultural product live streaming, discourse strategies, consumer behavior, Douyin
Abstract
In recent years, Agricultural live-streaming e-commerce on Douyin has developed rapidly, and the industry has differentiated into two typical discourse styles: emotional narrative and quality narrative, but problems such as homogeneous marketing and excessive emotional routines are prominent. This study integrates signaling theory, Hovland's persuasion model, platform rule theory and Elaboration Likelihood Model (ELM). It adopts a mixed research design of corpus move coding method and consumer questionnaire survey method to systematically explore the differences in the characteristics of the two types of discourse strategies and the impact mechanism on consumer behavior. Research shows that the dual rules of platform algorithm traffic distribution and fresh free value distribution are the underlying motives of discourse style differentiation: Emotional narrative is a low-threshold replicable weak signal, which f corresponds to the peripheral route of persuasion and drives consumers to buy instantly; The quality narrative is a strong signal with high credibility, which is in line with the central persuasion path and significantly promotes the long-term willingness to repurchase. This research has built an interdisciplinary integrated analysis framework, enriched the relevant theoretical perspectives, and can provide empirical support and practical reference for platform content governance and streamer speech optimization.
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