Interactive Live Shopping on Red Note: Consumer Behavior and Engagement Strategies
Participant Observation & Autoethnography
To further explore the impact of interactive live shopping, I watched JR's stream channel for five days from January 6th to 10th, each session lasting about an hour. During this week, I also monitored her posts on the Red Note platform and activities within her fan group. Detailed field notes were taken to document these observations, and I will use autoethnography to summarize the findings and conduct further discussions and analysis.
JR's livestreams start in the evening or midnight, her background is a table filled with various types of crystals. She interacts with her audience without showing her face, using only her hands and voice. Her "order-based" livestream rule allows viewers to queue and specify the type of crystal they wish to see using a "note" function. When it's a viewer's turn, JR displays the requested crystal. Audience interaction is intense, with instructions on desired crystal positions, such as "2-4" for the second row, and fourth crystal. This method triggers my desire to purchase when others mention the crystal I like, I fear it being taken. JR's tone is gentle, she answers questions calmly, recommends crystals she believes are of good quality, and provides advice when viewers are indecisive. The livestream frequently features long-time fans who chat with JR and even help answer other viewers' questions. During the payment segment, JR provides purchase links based on comment requests, sometimes incorporating a roulette wheel game for discounts. JR congratulates lucky viewers even if it means earning less. The overall atmosphere of the live stream is very relaxed and enjoyable, and JR patiently explains to viewers, even for those who watch without buying. Regarding her posts, JR updated 11 posts over these five days, including photos and videos showcasing and educating about crystals. These posts draw me into her livestreams. Interaction in the fan group is relatively limited, mostly consisting of JR's announcements of new products and live streams, with occasional some questions from fans, to which JR responds warmly.
JR's livestream strategy effectively utilizes the features of social media to enhance user engagement and sales. Her "order-based" interactive model not only increases audience involvement but also stimulates purchasing by creating a competitive environment. Additionally, she maintains viewer loyalty by establishing long-term relationships and a sense of community, aligning with social interaction theories that suggest that continuous interaction and positive feedback can enhance user engagement and loyalty (Kaplan & Haenlein, 2010).