现代情报2024，Vol.44Issue(1)：71-82,12.DOI:10.3969/j.issn.1008-0821.2024.01.007
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
Research on Influencing Factors of User Participation Behavior in E-commerce Live Streaming From the Perspective of the Interactive Ritual Chain
摘要
Abstract
[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.关键词
电商直播/互动仪式链/用户/参与行为/抖音Key words
live e-commerce/interactive ritual chain/user/participation behavior/Tik Tok分类
社会科学引用本文复制引用
黄炜,伍琪,田萌..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[J].现代情报,2024,44(1):71-82,12.基金项目
国家社会科学基金项目"价值共创视角下顾客参与的质量贡献机制研究"(项目编号:17BGL090) （项目编号:17BGL090）
湖北省高等学校哲学社会科学研究重大项目"新时代高校突发事件网络舆情分析与引导机制研究"(项目编号:19ZD025). （项目编号:19ZD025）
