电商直播下的品牌忠诚度提升研究——基于互动仪式链的视角

A Study of Brand Loyalty Enhancement under E-Commerce Live Streaming—Based on the Perspective of Interactive Ritual Chaining

摘要: 随着电商直播的快速发展，品牌与消费者之间的互动模式发生了深刻变化，品牌忠诚度的提升成为企业竞争力的重要来源。本文从互动仪式链的视角出发，分析直播中提升品牌忠诚度存在的困境。研究发现，电商直播下的品牌忠诚度提升困境表现为：缺乏有效的品牌呈现，导致低度的群体认可；空洞的品牌直播互动，降低消费者与品牌间的情感连带；忽视对产品的感知体验，降低消费者对品牌的情感储备。针对以上问题，提出增强品牌忠诚度的策略：构建深度的品牌呈现，强化集体认同；创建自然有趣的直播互动仪式，强化消费者与品牌间的情感连带；提高消费者对品牌的感知力，激发积极的情感能量，从而在电商直播中提升品牌忠诚度，增强消费者与品牌间的情感联结。

Abstract: With the rapid development of e-commerce live streaming, the interaction mode between brands and consumers has undergone profound changes, and the enhancement of brand loyalty has become an important source of corporate competitiveness. This paper analyzes the existence of dilemmas in enhancing brand loyalty in live broadcasting from the perspective of interactive ritual chain. It is found that the brand loyalty enhancement dilemma under e-commerce live streaming is manifested as follows: the lack of effective brand presentation leads to a low degree of group recognition; empty brand live broadcasting interaction reduces the emotional connection between consumers and the brand; and the neglect of perceived product experience reduces the emotional reserve of consumers for the brand. To address the above problems, strategies to enhance brand loyalty are proposed: constructing in-depth brand presentation to strengthen collective recognition; creating natural and interesting live broadcast interactive rituals to strengthen the emotional connection between consumers and the brand; and improving consumers’ perception of the brand to stimulate positive emotional energy, so as to enhance brand loyalty and emotional connection between consumers and the brand in e-commerce live streaming.