基于互动仪式链理论的健身直播行为研究

Research on Behavior of Live Fitness Broadcast Based on Interactive Ritual Chain Theory

依托各流媒体平台发展的健身直播,以“直播+运动”的形式,拓展健身产业内容,扩大健身产业规模,顺应运动健身需求的增长而快速成长。文章以兰德尔·柯林斯的互动仪式链理论为基础,对健身直播行为进行研究。研究结果显示:健身直播用户与健身主播通过健身直播平台聚集在直播间内共同感受互动健身热情,构建起由直播符号匹配和情感连接的互动仪式网络。其间,健身直播用户获得的互动愉悦感随圈层递减,健身主播与用户之间的正向反馈促进仪式再参与意向。由此提出对策建议:良性发展的健身直播应是在标准化监管机制下,能够满足用户多元化的消费需求,提倡健身主播专业性与情感性的同步发展,搭建更具趣味化与交互化场景的直播平台,引领健身直播用户体验健康运动生活。

Live fitness broadcasting,which relies on various streaming media platforms,has expanded the content and scale of the fitness industry in the form of"live streaming+sports",and is growing rapidly in response to the growth in demand for sports and fitness.Based on the interactive ritual chain theory of Randall Collins,we studiy the behavior of live fitness broadcasts.The research results conclude that The users and anchors of live fitness broadcasts gather in the live fitness broadcast room through the live fitness platform to feel the passion of interactive fitness together and build an interactive ritual network consisting of live broadcast symbol matching and emotional connection.Meanwhile,the interactive pleasure obtained by the live fitness broadcast users decreased with the circle level,and the positive feedback between the fitness anchor and the users promoted the intention of re-participation in the ceremony.The proposed countermeasures are:a healthy development of live fitness broadcast should meet the diversified consumer needs of viewers under the standardized supervision mechanism,advocate the simultaneous development of fitness anchors'professionalism and emotionality,build a live broadcast platform with more interesting and interactive scenes,and lead the live fitness broadcast viewer to experience a healthy exercise life.