Research on emotional interaction among live streaming sales users based on the interactive ritual chain

Abstract

With the development of the Internet and 5G technology, live streaming has become the choice for more and more users to buy goods. This article takes "TIME WITH YUHUI" live streaming room as the research object, and analyzes the generation and dissemination process of user emotions in live streaming sales based on the interactive ritual chain theory. Live streaming sales is not only a sales method, but also a process of emotional communication. Through the four elements of the interactive ritual chain - group gathering, common focus, shared emotional experience, and group emotional gathering, live streaming rooms have successfully promoted the interaction and dissemination of user emotions. In the "TIME WITH YUHUI" live streaming room, through the interaction between anchor Dong Yuhui and users, a strong emotional cohesion has been formed, breaking the limitations of traditional live streaming sales and achieving a high degree of emotional gathering and dissemination among users. This article also explores the optimization path of emotional communication in live streaming rooms, proposes strategies to enhance interactivity, expand live streaming themes, enhance cultural and emotional values, etc., in order to promote the long-term development of live streaming rooms and enhance user loyalty.