Emotional Energy, Ritual, and Chaining: A Study of Live E-Commerce Interaction

Based on the perspective of interactive ritual theory, this paper studies the interaction mechanism between anchors and users in e-commerce live broadcasting activities, and analyses the interactive effect of emotional experience process.Research conclusion: the closed scene created by network live broadcasting gives full play to the aggregation and flow effect of emotional energy, and under a series of ritual chaining actions, the anchor inspires the users' desire to buy through group solidarity, specific symbols, and conferring a sense of justice.Moreover, in the network environment, the interaction between the elements of the interactive ritual chain is more significant, and has a significant effect on the promotion of consumers' purchasing desire.In order to further increase consumers' desire to buy, anchors should fully assume the role of spiritual leaders, improve the integration of professional knowledge in the live broadcasting process, produce more original content, enhance the team's backstage interactive support, and enhance the online adhesion with users through digital props and concessions.The article through the offline online sales scenarios detailed comparison, one by one analysis of the ceremony and chain effect in the process of e-commerce live to promote the role of the chain, extend the interactive ceremony chain theory of the online field scope, for the new situation of corporate brand Internet marketing planning and live e-commerce to provide theoretical reference.