Emotional Coding of Live Speech: How Different Expressions Affect the Emotional Response of the Audience

With the rapid development of live commerce as an important consumption scenario, the role of anchor speech in shaping audience emotions has become a core issue of sustained concern in both industry practice and academic research. Drawing on authentic live broadcast scripts, this study categorizes commonly used speech strategies into three types: Hook speech techniques aimed at attracting attention, Mechanism speech techniques used to clarify rules and preferences, and Interaction speech techniques designed to maintain an interactive atmosphere. Using a within-subject experimental design, 106 participants were recruited and asked to read three types of speech texts in turn and to report their immediate emotional responses. The experimental results demonstrate significant differences in emotional effects across speech types. Interaction speech is the most effective in enhancing audience pleasure; Hook speech significantly increases emotional arousal and strengthens the effectiveness of information dissemination; by contrast, although Mechanism speech plays a crucial role in conveying necessary information, it tends to reduce the audience's emotional energy. Overall, live broadcast speech not only influences audience understanding and acceptance of product information, but also profoundly shapes their immediate emotional experience during real-time interaction. This study provides empirical support for the design and optimization of live broadcast scripts, suggesting that operators should flexibly select and combine different speech types according to the objectives of various stages of a live broadcast, thereby improving rhythm control and the overall emotional quality of live broadcast rooms and further enhancing audience engagement and consumption willingness.