Creation and Promotion of Happiness in New Oriental Live Store Studio

ABSTRACT

As the world's second largest economy, by the end of 2020, China had fully solved the problem of food and clothing, and the Chinese people are working hard to improve their happiness level. Affected by the COVID-19 epidemic, e-commerce live streaming services represented by Douyin have provided people with various conveniences. People can meet their needs for communication and shopping without leaving their homes. This paper takes the New Oriental live store studio, which is set up on the Douyin e-commerce platform, as the research object. Starting from the basic elements of e-commerce live broadcast, through the typical cases and data in the two and a half months after June 9, 2022, this paper analyzes the sense of happiness built by the content marketing model of the live broadcast room, as well as the wider spread of happiness brought by user interaction and feedback. © 2022 IEEE.