Research on Interactive Experience Design of E-Commerce Livestreaming Based on Interaction Ritual Chains—Taking Taobao Livestreaming Platform as an Example

Abstract

With rapid development, e-commerce livestreaming has become the largest type of livestreaming in China. As multiple live streaming platforms enter e-commerce livestreaming, the interactive experience of e-commerce livestreaming platforms is also facing the problem of high homogeneity. How to interact well with users and improve user experience has become the primary goal. In order to strengthen user stickiness, better promote the transaction rate of e-commerce livestreaming, and create a better livestreaming shopping experience. Starting from the interactive ritual chain theory of sociology theory, this paper focuses on e-commerce livestreaming and analyzes the interactive ritual within e-commerce livestreaming by taking Taobao livestreaming platform as an example. This paper explores the underlying reasons of interactive experience in livestreaming rooms, analyzes user experience in combination with emotional design theory, and summarizes pain points and user needs. Finally, the interactive experience design strategy of e-commerce livestreaming is proposed, which provides a new design idea and design method for the design and optimization of e-commerce livestreaming platform.