| Influenced by the current e-commerce marketing environment,"ritual sense" has become a popular word in people’s minds.With the continuous development of mobile terminal technology,the interaction between people is no longer constrained by time and space,and the traditional ritual interaction chain theory has also undergone corresponding changes with the times today.New technology has enabled people to achieve a "virtual presence" of interactive rituals,replacing the traditional theory of "physical presence",and also demarcating the boundaries of virtual outsiders.The e-commerce live streaming room,which has gradually flourished since the first year of live streaming in 2016,is a typical interactive field for online ceremonies.Fans watch live broadcasts to achieve virtual co presence,and through frequent interaction to claim their identity symbols in the fan community.Live broadcasts become a natural boundary between "outsiders".This includes both group interaction rituals and the existence of individual rituals.The two types of rituals have no antagonistic relationship,and may even exist simultaneously.Through empirical research,it is found that both individual interaction rituals and group interaction rituals can have an impact on individual consumption decisions.The emotional energy generated by these two interactive rituals should also be included in the consideration of opening up a new marketing situation in the e-commerce industry.This article mainly conducts in-depth research on the impact of different ritual types on the consumption level through the design of a scale and participatory observation research methods.Based on a large number of previous research reports and practical observations,this article proposes reasonable assumptions and designs a survey questionnaire to collect first-hand data needed for the study.Subsequently,the scale was designed,and empirical analysis such as reliability and validity testing,factor analysis,and structural equation analysis were conducted using SPSS.Finally,conclusions were drawn through the data results to verify whether the previous assumptions were correct.Hypothesis 1 of this study: Different types of rituals affect consumers’ purchase decisions.The purpose is to explore whether both individual and group interaction rituals have an impact on consumers’ purchase decisions,and to subdivide the types of impact.In the process of verifying hypothesis 1,secondary assumptions were made for five different types of pressure: information pressure positively affects consumers’ purchasing decisions,regulatory pressure positively affects consumers’ purchasing decisions,price type pressure positively affects consumers’ purchasing decisions,self construction needs positively affect consumers’ purchasing decisions,and "customer me" construction needs positively affect consumers’ purchasing decisions.Hypothesis 2 of this study: Emotional energy can have a certain impact on consumers’ purchasing decisions.The purpose is to explore whether the emotional energy generated in ritual interactions is related to consumption decisions,hoping to provide enlightening suggestions for e-commerce on how to capture audience consumption psychology.This study complements the new changes in the traditional interactive ritual chain theory and makes up for the shortcomings of previous research methods in the field of ritual interaction chain research in the consumption field.Classifying the "emotional energy" generated in interactive rituals enriches the research on the antecedents and aftereffects of rituals’ impact on consumption.This article studies the segmentation of ritual types that affect consumption decisions,so that personalized marketing suggestions can be provided for different products in the live streaming room.This study draws conclusions from quantitative research and provides targeted guidance for e-commerce live streaming rooms to retain the "attention" of the Internet and capture the "emotional pain points" of consumers based on different situations. |
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