“I Should Pay:” Interaction Ritual Presentation in <scp>PK</scp> Live Streaming

This study examines the phenomenon of “PK Live streaming” on Douyin, a leading Chinese social platform for short‐form content. Through participant observation and in‐depth interviews, the study explores the underlying motivations that drive users to participate fervently in PK Live streaming. Notable for its direct format, heightened emotional intensity and symbolic components, PK Live streaming has generated significant financial gains. The results of the study highlight the important role of interaction rituals in shaping user behavior during PK Live streaming sessions. This analysis elucidates how the strategic deployment of interaction rituals in PK Live streaming systematically engages users, capturing their attention and driving platform success.