Study of the influencing mechanism of user interaction behavior of short video e-commerce live-streaming from the perspective of SOR theory and interactive ritual chains

In recent years, the rapid rise of short video e-commerce live-streaming has led to new interactive relationships and user consumption patterns, leading to the development of more social and interactive live-streaming methods. To deeply explore the influence path of short video e-commerce live-streaming on users' interactive behavior, this study combines the chain theory of interactive rituals with the stimulus-organism-response theoretical model, and constructs a chain model mediated by perceived value and perceived trust. A total of 451 research questionnaires were collected through live simulation experiments, and structural equation modeling was used for testing. It was found that (1) the interactive ritual elements in short video e-commerce live-streaming have a positive influence on user interaction behavior; (2) perceived value and perceived trust have a positive mediating role between interactive ritual elements and user interaction behavior and play a chain mediating role in the influence of interactive ritual elements on social behaviors; and (3) affective energy positively influences user interactions, and exerts a positive moderating role.