互动仪式链视角下的电商直播用户参与行为影响因素研究OACHSSCDCSTPCD

[Purpose/Significance]Real-time interaction is an important advantage of e-commerce live streaming over traditional e-commerce from the perspective of interactive ritual chain verifying the influencing factors of user participation be-havior has an important reference for the further development of live e-commerce platform and anchors.[Method/process]In the micro-situation,based on the interactive ritual chain,this paper constructed the interactive ritual chain in the context of e-commerce live streaming,explored the influence of interactive ritual chain effect on user participation behavior,incorporat-ed anchors,platforms,and users into the model,and improved the influence mechanism of interactive rituals.[Result/Con-clusion]Through empirical research,it is found that the attractiveness of anchors positively affects group solidarity,and the number of fans negatively affects group solidarity and group symbols;the interactive environment of the platform significantly affects group symbols and emotional energy,and convenience significantly affects the effect of interactive ritual chains;users'interest significantly affects the group symbol and emotional energy,and the user's sense of acquisition significantly affects the emotional energy;the interactive ritual chain generates the group symbol and emotional energy and positively affects the par-ticipation behavior,the group solidarity has a negative impact on the participation behavior.