Interaction Ritual Chains within Virtual Presence: Unveiling the Dynamics of Consumer Behavior in Live Streaming E-commerce
List of Authors
Chen Zijie, Deng Jing, Ren Benhui, Rosita Mohd Tajuddin, Shaliza Mohd Shariff
Keyword
Virtual Presence, Interactive Ritual Chains, Live E-Commerce, Consumer Behavior
Abstract
Live-streaming e-commerce has rapidly transformed the online retail landscape, particularly in markets like China, where its real-time interactivity and immersive experiences have established it as a dominant force in consumer engagement. However, challenges such as the siphon effect and the Matthew effect have exacerbated disparities between large-scale and small-scale streamers, intensifying competition and raising concerns about fairness. These challenges highlight the need for a deeper understanding of the unique consumer behavior dynamics within live-streaming environments, a domain that remains underexplored in existing literature. This study combines a systematic literature review with case analysis, utilizing VOSviewer software to map key themes. Drawing on Interaction Ritual Chain (IRC) theory, it investigates the intrinsic and extrinsic factors of virtual presence by categorizing it into three dimensions: streamer, consumer, and streaming assistants. The research examines how virtual presence shapes consumer attitudes and behaviors through interactive rituals, offering theoretical insights and practical strategies to address industry disparities and support the sustainable growth of live-streaming e-commerce.