The Influence of Interactive Rituals in Live-Streaming E-Commerce on Consumers’ Psychological and Behavioral Mechanisms

DOI

10.2991/978-2-38476-609-3_13How to use a DOI?

Keywords

Live-streaming E-commerce; Interactive Ritual Chains; Consumer Psychology; Emotional Energy; Consumption Behavior

Abstract

As a new business model that reshapes the traditional logic of e-commerce transactions, live-streaming e-commerce exhibits significant differences in interactive structure, trust generation, and consumption decision-making paths. The underlying driving mechanism of this phenomenon requires a systematic theoretical explanation. This paper introduces Randall Collins’ “Interactive Ritual Chain” theory and aims to systematically analyze how interactive rituals in live-streaming e-commerce affect consumers’ psychology and behavior. Through theoretical deduction and case analysis, an “elements - psychology - behavior” integrated analysis framework is constructed. The study proposes that the live-streaming scenario successfully initiates the interactive ritual through four elements: “virtual presence”, “technical boundaries”, “common focus”, and “emotional sharing”. This ritual significantly stimulates the emotional energy of online viewers, shapes their sense of group belonging, and constructs symbolic identification with the host and the product. These psychological changes directly drive typical consumption behaviors, including impulsive purchases, follow-up purchases, and continuous participation. This research reveals the psychological root of the strong appeal of live-streaming e-commerce, provides a new perspective for understanding its internal mechanism, and has implications for platform optimization of consumption experience and brand marketing strategy formulation.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Changjing Xu
PY  - 2026
DA  - 2026/09/04
TI  - The Influence of Interactive Rituals in Live-Streaming E-Commerce on Consumers’ Psychological and Behavioral Mechanisms
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 116
EP  - 125
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_13
DO  - 10.2991/978-2-38476-609-3_13
ID  - Xu2026
ER  -