Marketing Tactics Underlying Scenes: Viewers’ Purchase Motivations in Li Jiaqi’s Live Streaming

Based on Joshua Meyrowitz’s media situation theory and Halliday’s functional grammar, this paper takes Li Jiaqi’s live streaming of “55 cost-effective festivals” on May 5, 2022, as its research object to explore the scene’s construction tactics and anchor’s influence on scenes construction. By doing this, it intends to reveal the hidden marketing tactics in live streaming for the sake of helping viewers to be more rational in the process of watching live streaming and providing certain reference values for those who want to enter this industry. This paper aims to address the following two questions: 1) What types of scenes are constructed in the process of live streaming? 2) How the anchor influences the scene construction? The results show that 1) four scene types are found in Li Jiaqi’s live streaming, namely, virtual online consumption scene; artificially presupposed usage scene; real-time interaction scene, and elaborate business scene in which relevant marketing tactics are used wisely; 2) the anchor relies on his personal style, personas, and narrative methods to affect scene construction. Through the analysis of these scenes and the anchor’s influence, this paper finds that by right of grasping viewers’ attention and enhancing their trust and narrowing the distance between each other, Li Jiaqi successfully influences viewers’ purchase motivations, then a sales purpose is achieved.