​Conclusion

My Findings

This study, conducted through participant observation of JR's livestreams, autoethnography， and interviews with JR and viewer Lim, delves deeply into how interactive livestreaming as a digital practice influences viewer engagement and purchasing behaviors on the Red Note platform. The findings reveal that interactive elements like "order-based" selection and gamification in live streams significantly enhance viewer engagement, while the personal relationships and sense of community built between the host and viewers greatly boost viewer loyalty and purchase motivation. Moreover, through autoethnographic reflection, I realize that interactive livestreaming is not only a platform for commercial transactions but also a space for cultural and social interactions, where viewer consumption behaviors are influenced by various social and emotional factors.

These insights underscore the critical role of digital practices in shaping modern consumer behaviors, particularly in how enhanced social interactions and emotional connections can promote engagement and purchases. Thus, effective marketing strategies must go beyond traditional sales techniques and integrate more social and emotional elements to establish lasting customer relationships and drive sales. Future research should further explore how to optimize various aspects of interactive livestreaming to maximize viewer engagement, fully enhancing the potential of digital practices in commercial and cultural interactions.