Research On Phenomenon Of Short Video Platform E-commerce Livestreaming From The Perspective Of Interactive Ritual Chains Theory

With the continuous development of Internet economy,network broadcast shows a blowout development trend and becomes a new growth point of Internet economy.The sudden outbreak of COVID-19 at the beginning of 2020 has greatly promoted the development of the Internet live-streaming e-commerce “Zhai”economy,as a shining star in e-commerce live broadcast,short video platform E-commerce livestreaming stands out with brilliant achievements in carrying goods,and has become a hot spot in the development of Internet real economy at present and in the future.Not only that,short video E-commerce livestreaming room with obvious field characteristics,the communication ritual behind it is also worth studying and discussing.This paper takes the Interactive Ritual Chains,the dynamic mechanism of social interaction proposed by American sociologist Randall Collins,as a theoretical tool,through case study,investigation and descriptive observation recording methods,Mammal has a typical representative of Yonghao Luo,for example,of short video platform E-commerce livestreaming interactive ritual chain elements and effect of the micro macro industry analysis,case analysis to the platform to take the goods at the same time live interaction ritual in the chain has the unique connotation and effect are discussed,in order to provides the short video platform E-commerce livestreaming study a new perspective.Through the study found that short video platform E-commerce livestreaming components fit Interaction Ritual Chains basic constituent ingredients of the virtual bodily assembly,barrier to outsiders,joint attention and shared emotional experience,but live commodities bring more strong sense of presence,the limitation of outsiders,the focus of goods and the real-time display and shopping consumption share of emotional energy and other new connotation under the expansion of the short live video platform with cargo interaction ritual chains ingredients of connotation.The ritual results,such as the strengthening of identity,the accumulation of emotional energy,the formation of group symbols,and moral experience,are also reflected in the live delivery ceremony.In the process of the formation and extension of interactive ritual chains,the multi-level stratification and flow of emotional energy and the promotion of short video platform have played a great role in promoting.The interaction ritual under the short video platform E-commerce livestreaming also shows the expansion of ritual elements such as "pre-admission" and "preset limit",as well as the expansion of ritual results such as the symbolization and emotional reinforcement,the materialization and spiritual internalization of the symbols presented by the live broadcast of goods.In the meantime,short video platform E-commerce livestreaming under the perspective of Interaction Ritual Chains,there are such problems as the lack of user stickiness and lack of reason leading to emotional alienation,the quality and after-sales of goods leading to the deterioration of material symbol resources,and data fraud and false publicity leading to the difficult continuation of interactive ritual chains.It is not conducive to the formation and transmission of symbols in interaction ritual as well as the sustainable and expanded dissemination of emotional energy.Therefore,it is necessary to optimize the management from all levels of content,system,technology and platform to solve the above problems,maximize the effect of interactive ceremony and promote the healthy development of the short-sighted platform goods live broadcast industry.