基于互动仪式链的直播销售用户情感互动研究

Nuoran Li
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引用次数: 0

摘要

随着互联网和 5G 技术的发展,直播成为越来越多用户购买商品的选择。本文以 "TIME WITH YUHUI "直播间为研究对象,基于互动仪式链理论,分析了直播销售中用户情感的产生和传播过程。直播销售不仅是一种销售方式,更是一个情感交流的过程。通过互动仪式链的四个要素--群体聚集、共同关注、共同情感体验、群体情感聚集,直播间成功促进了用户情感的互动与传播。在 "TIME WITH YUHUI "直播室中,通过主播董玉辉与用户的互动,形成了强大的情感凝聚力,打破了传统直播销售的局限性,实现了用户情感的高度聚集与传播。本文还探讨了直播间情感传播的优化路径,提出了增强互动性、拓展直播主题、提升文化情感价值等策略,以期促进直播间的长远发展,提升用户忠诚度。
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Research on emotional interaction among live streaming sales users based on the interactive ritual chain
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.
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