Author(s)

Yazhou Li

Corresponding Author

Yazhou Li

ABSTRACT

This article takes the theory of Anthony Giddens in "Consequences of Modernity" as the premise, from the perspective of trust and risk between interpersonal relationships, and takes the live delivery of goods as an example to understand the risk factors in the live delivery of goods. Generate and dissolve. Live delivery is in a period of rapid development. How to win the trust of consumers and reduce the risk factors in the consumption process is of great significance. The author starts with the current status of live broadcast delivery, and illustrates the risk factors that may arise in each link when consumers choose to trust live broadcast delivery, thereby reducing consumers' trust and finally causing a social crisis of trust. Corresponding solutions are put forward on how to reduce the risk factors of consumers and increase the trust of society.

KEYWORDS

live streaming with goods, risk factors, resolution of risk factors, reconstruction of trust