关键词:

［关键词］ 直播带货, 线上诚信型社会资本, 信任关系, 关系变现, 情感账户

Abstract:

〔Abstract〕 The current hot live broadcast with goods has become the mainstream mode of online shopping. However， the problems of false propaganda， malicious brush， and poor product quality have brought about a crisis of trust among fans and a deterioration of the ecology of live-streaming with goods， even leading to a "loss of all". In the competitive live selling industry，  to achieve lasting profits the anchors need to have popularity， sources of goods and online integrity-based social capital. Such capital comes from the satisfactory shopping experiences provided by the anchors， a trust relationship between the anchors and the users， and continuing to to realize pecuniary gains with the trust relationship. The countryside fitness anchor Juzi has been selling goods live for three years， leading users to fitness while providing users with cost-effective goods and worry-free after-sales service for a long time， establishing an "emotional account" with users  Users are happy with their shopping and get value in return， giving Juzi solid trust and support， locking Juzi's online live store shopping consumption. Juzi's experience of gaining online integrity-based social capital provides reference inspiration for personal live-streaming business.

Key words:

〔Key words〕 Live commerce, online integrity-based social capital, trust relationship, to realize pecuniary gain, emotional account