Proceedings of the 2022 International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2022)

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The Role of Group Interaction in Danmu Comments for Live E-Commerce

A Key Component of Digital Economy in China

Authors
Jingjing Zhou1, Liangbo Zhang1, Jifan Ren1, *
1School of Economics and Management, Harbin Institute of Technology, Taoyuan Street, Nanshan District, Shenzhen, China
*Corresponding author. Email: renjifan@hit.edu.cn
Corresponding Author
Jifan Ren
Available Online 2 December 2022.
DOI
10.2991/978-94-6463-010-7_39How to use a DOI?
Keywords
Live e-commerce; Group interaction; Danmu comments; Text analysis
Abstract

In the context of the maturing of the mobile internet, the combination of live streaming and e-commerce has given rise to live e-commerce, a key component of the new digital economy in China. During the live e-commerce, Danmu comments provide users with the opportunity to interact with other viewers in real time. Due to the difficulty of manually analyzing massive amounts of Danmu text, we use text analysis and decision tree regression methods from artificial intelligence techniques to extract and compare group interactions from the Danmu texts of Douyin Live. The results explore and confirm the mechanism of group interactions in Danmu on consumer purchase and further revealed that group carnival plays a higher priority than emotional tendency. This paper makes important theoretical contributions to the field of interactive ritual chain theory and social interaction research in live e-commerce and provides practical advice for increasing live sales and commercialising emerging technologies.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2022)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
2 December 2022
ISBN
10.2991/978-94-6463-010-7_39
ISSN
2589-4919
DOI
10.2991/978-94-6463-010-7_39How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jingjing Zhou
AU  - Liangbo Zhang
AU  - Jifan Ren
PY  - 2022
DA  - 2022/12/02
TI  - The Role of Group Interaction in Danmu Comments for Live E-Commerce
BT  - Proceedings of the 2022 International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2022)
PB  - Atlantis Press
SP  - 372
EP  - 381
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-010-7_39
DO  - 10.2991/978-94-6463-010-7_39
ID  - Zhou2022
ER  -