The Construction of “Sense of Presence” and Consumer Conversion in Live-Streaming Commerce from the Perspective of Interaction Ritual Chains—A Participant Observation Based on Intern Hosts

随着直播电商的迅猛发展，其市场规模不断扩大，竞争也日益激烈。在这一背景下，如何通过直播互动增强用户的临场感，进而促进消费转化，成为电商平台和主播亟待解决的问题。本研究基于互动仪式链理论，采用参与式观察、深度访谈的方法，从实习主播的内部视角出发，深入探讨直播带货中临场感的建构策略及其对消费转化的影响机制，旨在为主播培训和平台运营提供理论支持与实践建议。With the rapid development of live-streaming e-commerce, its market scale continues to expand, and competition has become increasingly fierce. Against this backdrop, how to enhance users’ sense of presence through live-streaming interactions and thereby promote consumer conversion has emerged as a critical challenge for e-commerce platforms and hosts. Grounded in the theory of interaction ritual chains, this study employs participant observation and in-depth interviews to explore the construction strategies of “sense of presence” in live-streaming commerce and its impact mechanisms on consumer conversion from the internal perspective of intern hosts. The findings aim to provide theoretical support and practical recommendations for host training and platform operations.