Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)

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Research on the Performance Framework and Interaction Ritual in Live Commerce

Authors
Ling Ruan1, *
1Nanjing University of Information Science and Technology, Nanjing, China
*Corresponding author. Email: 3170205226@caa.edu.cn
Corresponding Author
Ling Ruan
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_154How to use a DOI?
Keywords
Live commerce; Dramaturgical theory; Interaction ritual; Consumer psychology
Abstract

The mode combining live-streaming with e-commerce, namely live commerce, is an emerging platform for interaction between consumers and sellers, greatly impacting the retail industry and consumer shopping habits. It not only promotes economic development, but also manifests some problems, especially amid the COVID-19. This essay uses online focus group interviews as the research method to help analyze and summarize the performance framework and interaction ritual between consumers and anchors, as well as the reasons for negative feelings during and after the interaction. Based on the perspectives of Erving Goffman’s dramaturgical theory and Randall Collins’ interaction ritual chains, this essay finds that the performance framework in live commerce is composed of performance areas, teams and stages, while the interactive rituals are formed by the virtual body co-presence, boundaries between insiders and outsiders and collective symbols. Research on live commerce is significant to help consumers avoid irrational shopping and indirectly improve the live commerce ecology in China.

Copyright
© 2022 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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Volume Title
Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
10.2991/978-2-494069-31-2_154
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_154How to use a DOI?
Copyright
© 2022 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.

Cite this article

risenwbib
TY  - CONF
AU  - Ling Ruan
PY  - 2022
DA  - 2022/12/29
TI  - Research on the Performance Framework and Interaction Ritual in Live Commerce
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 1306
EP  - 1313
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_154
DO  - 10.2991/978-2-494069-31-2_154
ID  - Ruan2022
ER  -