直播竞争性连麦中的互动仪式与电子商务转化——基于抖音娱乐类直播的实证研究

Interactive Ritual and E-Commerce Conversion in Live Streaming Competitive Co-Hosting—An Empirical Study Based on Douyin Entertainment Live Streaming

摘要: 直播竞争性连麦是抖音核心互动与变现模式，商业价值凸显。基于互动仪式链理论，本文探讨娱乐类直播竞争性连麦互动仪式构建对用户消费行为的影响。通过参与式观察与半结构访谈发现，直播竞争性连麦以虚拟在场、排他性屏障、共同关注焦点和情感连带构建高度凝聚的互动仪式。该仪式产出的情感能量、群体符号、群体团结和道德荣誉感，是驱动用户情感付费、符号消费转化为平台与主播核心收入的关键机制。然而，内容同质化、主播情感失范和用户身份脆弱性等问题，削弱了情感能量持续性和用户付费意愿，挑战长期商业转化。研究从主播、平台、用户等不同层面提出解决意见，以实现直播竞争性连麦商业价值的可持续发展。

Abstract: Live streaming competitive co-hosting is Douyin’s core interactive and monetization model, highlighting its commercial value. Based on the theory of interactive ritual chains, this paper explores the impact of constructing interactive rituals in entertainment live streaming competitive co-hosting on user consumption behavior. Through participatory observation and semi-structured interviews, it is found that live streaming competitive co-hosting constructs a highly cohesive interactive ritual through virtual presence, exclusive barriers, shared focal points, and emotional bonding. The emotional energy, group symbols, group solidarity, and moral honor generated by this ritual are key mechanisms driving users’ emotional payments and symbolic consumption to become the core revenue for platforms and streamers. However, issues such as content homogenization, emotional deviance of streamers, and user identity fragility weaken the sustainability of emotional energy and users’ willingness to pay, challenging long-term commercial transformation. The study proposes solutions from different levels, including streamers, platforms, and users, to achieve sustainable development of the commercial value of live streaming competitive co-hosting.