• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2023 > Volume 11 Number 4 (Nov. 2023) >
JOEBM 2023 Vol.11(4): 169-174
DOI: 10.18178/joebm.2023.11.4.755

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

Abstract—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.

Index Terms—Interactive rituals, live e-commerce, emotional energy

Lingzhao Deng, Jie Lou, and Xi Pei are with Faculty of Cross-Border E-Commerce, Shenzhen Polytechnic, Shenzhen, China. Email: denglingzhao@szpu.edu.cn (L.D.), peixi@szpu.edu.cn (X.P.)
*Correspondence: loujie@szpu.edu.cn (J.L.)

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Cite:Lingzhao Deng, Jie Lou, and Xi Pei, "Emotional Energy, Ritual, and Chaining: A Study of Live E-Commerce Interaction," Journal of Economics, Business and Management vol. 11, no. 4, pp. 169-174, 2023.

Copyright © 2023 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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