Research On Web Celebrity Live Broadcast With Goods From The Perspective Of Interactive Ritual Chain

With the vertical development of live broadcasting,live streaming with social and commercial attributes emerged as the times require and gradually became one of the mainstream consumption forms.The user interacts.Live delivery of goods has reshaped the traditional business marketing model with its immediacy,interactivity,and openness,and relies on its immersive shopping scene and convenient purchasing methods to give users a new shopping experience.This article focuses on the study of the interaction between the online celebrity carrier and the user,and uses qualitative research methods to explore how users in the context of the online celebrity's live broadcast of goods participate in the interaction,and how to interact with the anchor in detail,and finally analyze the users.After participating in the interaction,the reasons and motives of purchasing behaviors in the live broadcast of Internet celebrities,based on Randall Collins' interactive ritual chain theory,analyze the characteristics,construction conditions and operation of the interactive rituals of online celebrities' live broadcast of goods from a micro perspective.Mechanism,result and influence.Through online participatory observation of Taobao live broadcast and in-depth interviews with users participating in Taobao live broadcast,the law of interaction between the audience and the anchor is summarized,that is,the higher the level of user interaction and participation,the higher the emotional energy generated.The greater the possibility of purchasing behavior,the higher the quality of interactive behavior will bring more consumer behavior,forming an interactive ritual chain.It was further verified that the elements in the live broadcast of online celebrities and the conditions for the generation of interactive ceremonies are highly compatible,including the opportunity of the virtual presence of the anchor and the user in the live broadcast room,the restriction on the identity of outsiders in the closed-loop consumption,and the user's The formation of the focus of common attention and the sharing of common emotional experience with each other completely describe the market of interactive rituals and extend the theory of interactive rituals in the process.Finally,after analysis,it is concluded that the live broadcast of online celebrities is a two-way interactive ritual activity,which includes the causal relationship of user consumption and the feedback of interactive communication with the anchor.It is concluded that emotional energy is an important factor affecting user consumption.Analysis and discussion The results and impact of the interactive ceremonies during the live broadcast of the online celebrity delivery are discussed,and how the delivery anchor can interact with users more benignly,and put forward feasible strategies for improving the quality of the delivery of the live broadcast and promoting the sound development of the delivery of the delivery.