The Construction Logic of Cloud Stalls’Persuasiveness in New Consumption

（College of Economics and Management，Yantai University，Yantai 264005，Shandong，China）

Abstract：The rapid development of IT has given birth to new consumption，and promoted the spatial transfer of the ancient commercial operation form of street stall to the cloud ，and derived the expansion form of social e- commerce—“cloud stalls”， enabling consumers to realize "cloud shopping". However，with the improved customer dependence on “cloud stalls”， persuasiveness construction caused by related information problems has been increasingly prominent. To explore the construction logic of persuasiveness of“cloud stalls”，the authors take new consumption as the background and "cloud stalls" as the research object，select Sina Weibo of "cloud stalls" as the research data ，and use the grounded theory to carry out an in-depth analysis. It is found that，compared with street stall，"cloud stall" relies more on the persuasiveness of identity，welfare and marketing strategy. That is，the construction of identity persuasiveness could be realized by improving one's identity recognition ；the construction of welfare persuasiveness could be promoted by improving the welfare level of consumers ；and the construction of marketing strategy persuasiveness could be completed by adopting the combined strategies of emotion ，experience，event， advertisement and targeted marketing. There is a circular and complementary relationship between the constituent elements ，such as the persuasiveness of identity，welfare and marketing strategy；and the construction of "cloud stalls" persuasiveness will help to improve business norms，improve the efficiency of commodity circulation，and form the commodity micro circulation system， which is embedded in the domestic circulation. However，the inherent spatial disorder and information problems of“cloud stall” cannot be completely solved only by relying on its construction of persuasiveness. To promote the healthy and sustainable development of “cloud stall”，we should depend on the spatial characteristics of “cloud stall” and realize the spatial standardization with the help of coordination- oriented supervision mechanism ；and we should also depend on the extension characteristics of information，take risk identification and monitoring，statistics and disposal as the start point，and carry out the two-way information governance.

Key words：new consumption；“cloud stalls”；persuasiveness of identity；persuasiveness of welfare；persuasiveness of mar⁃

keting strategy