Study On Interactive Ceremony Of E-commerce Live Broadcast In Digital Age

In the digital wave,the Internet of Things,big data,artificial intelligence and other digital technologies are creating a new infrastructure system for all walks of life,constantly promoting the transformation and development of traditional industries to the direction of digitalization,intelligence and networking,and gradually accelerating the pace of comprehensive integration of digital technology with economic and social fields."E-commerce + Livestreaming",as a new type of e-commerce with livestreaming as its main marketing model,is the product of two-way integration of e-commerce and livestreaming in the digital era,and has become a typical representative and emerging format of digital economy development.Different from the traditional offline shopping mode with "goods" as the center,e-commerce live broadcast regards "people" as the core of the marketing scene,and its unique advantages such as strong interactivity,openness,real-time and sociability reshape the marketing mode of traditional business.E-commerce live broadcast rooms set up interactive links such as "bullet screen,screen brushing,seckilling and tipping",providing immersive shopping scenes and convenient purchasing methods to give users new consumption experience and social experience,achieving efficient and good social effects.This paper mainly uses qualitative research methods,such as participatory observation method and in-depth interview method,to deeply explore the interaction between anchors and user groups in the virtual interactive scene of e-commerce direct broadcast room,the interactive behavior and interactive process generated.Through the interactive ritual chain theory of Randall Collins,this paper analyzes the components,internal logic,output results and value of the interactive ritual of e-commerce live broadcast room from the micro perspective,and reflects on the limitations of the current interactive ritual of e-commerce live broadcast room,and further puts forward targeted optimization strategies.Through research,it is found that the elements generated in the interactive scene of the e-commerce direct broadcast room are highly consistent with the basic conditions of the formation of the interactive ritual link.Therefore,this paper takes the interactive ritual chain as the main theoretical basis.Firstly,it analyzes in detail the presentation of the elements constituting the interactive ritual in the e-commerce direct broadcast room.It includes the "body co-existence" formed when anchors and user groups gather in virtual live broadcast rooms,the threshold construction of insiders and outsiders,the common focus of users and the emotional energy condensed under the identity of group symbols.Secondly,based on the interpretation of the elements of e-commerce live broadcast interactive ceremony,the paper further discusses the internal logic of the formation of e-commerce live broadcast interactive ceremony from three aspects of technology,business and scene,and analyzes and summarizes the output results of the link operation of the live broadcast interactive ceremony.It includes the generation of unity among groups,the accumulation of individual emotional energy,the identification of symbolic capital and the generation of group moral sense.Finally discusses the electricity studio interaction ritual play value,including the scene value,social value and marketing value three aspects,and rational examination of the limitation of the studio interaction ceremony,broadcast live from electric business platform,the host,user view for three electricity live studio interaction ritual of optimization and electronic business space clear development of feasible Suggestions are put forward.