Research On The Interaction Of E-commerce Live Broadcasting Platform

"Refreshing,Sticking,Seckilling",with the help of the immersive "scene" of live broadcasting,the E-commerce creates the E-commerce live broadcasting platform which gives users new interaction and consumption experience.E-commerce live broadcasting users can participate in the process of live streaming by means of thumb up and participating the lucky draw.They can also interact with anchors through real-time bullet screen comments.Different from general pan-entertainment live streaming,the marketing goal of " selling goods" is the core appeal of E-commerce live broadcasting.The shopping mode of "watching and buying" also creates a consumer culture that is not found in the ordinary online shopping scene.This paper selects e-commerce live broadcasting platforms and their users as the research object,and analyzes the interaction of e-commerce live broadcasting platforms by combining relevant theories such as interactive ritual chain,"immersive communication" and consumerism.First of all,the research adopts the method of questionnaire survey.According to the survey results,the paper summarize the basic characteristics of e-commerce live broadcast users,and summarize the influence of user interaction behavior on viewing and consumption behavior.Secondly,under the guidance of interactive ritual chain theory,the study selected Taobao live broadcasting platform as a case to analyze the interactive behavior characteristics of anchors and users in Taobao live broadcasting room.Based on the text analysis of the interactive content in the direct-broadcast room of anchor li Jiaqi,it was found that anchors and users were emotionally stimulated and generated emotional energy in the process of participating in the ritual interaction of e-commerce live broadcasting.After summarizing the interactive features and results of Taobao live,it is found that the formation of the interactive ritual of e-commerce live broadcasting and the establishment of long-term emotional energy enable users to form a sticky view of the e-commerce live broadcasting platform.Finally,in consideration of the consumption culture under the "immersive interaction" of e-commerce live broadcasting platform as well as the huge monetization power behind them.This paper makes an in-depth discussion about the negative effects of creating desire and leading to irrational consumption in e-commerce live broadcasting platform.