The rapid development of the Internet has given birth to many new professions, and the live-streaming industry has been rapidly expanding under this trend. Streamers conducting persuasive selling on e-commerce live-streaming platform have becoming a bursting business. Live streaming has changed the sales model from the traditional “people looking for goods” to “goods looking for people”, and people have changed from active consumption to passive consumption, in which the streamer plays a crucial role.
The live-stream sales is a kind of persuasive behavior, in which the seller need to persuade the audience to stay in the live room and consume through their words, so the persuasive strategies in live streaming discourse are worth studying. This paper will analyze how streamers persuade viewers to consume and what persuasion strategies they use in their live discourse from the perspective of pragmatics.