Live interaction and group dynamics: a study of the relationship between interaction rituals and purchase intension in fitness live streaming

摘要: With the arrival of the 5G era, the live industry is growing rapidly and users are proliferating. Among them, fitness live streaming is in a hot state. In this paper, in order to study the relationship between user interaction behavior and purchase intention between fitness live streaming, a model of the influence of different inter-subject interaction behavior of fitness live streaming on the consumptive desire of live streaming users is proposed by introducing intermediate variables immersion experience and emotional connection. The study conducted a questionnaire survey on 164 live-streaming users who had watched fitness live-streaming. The results show that anchor-user interaction and inter-subject interaction in fitness live streaming positively promote users' immersion experience and emotional connection; users' immersion experience and emotional connection will have a significant positive impact on their purchase intention.