摘要
随着直播商务的高速发展,主播输出的语言内容已成为直播商务成功的关键因素。其中关系型社交互动在维护消费者关系、促进消费行为等方面都发挥着重要作用。然而,目前关于主播语言中的关系型社交互动对消费者购买行为和打赏行为的影响机理尚不明确。基于此,本文从名人代言的日蚀效应出发,探讨了主播语言中的关系型社交互动对消费者购买行为和打赏行为的不对称影响。通过对真实的直播商务面板数据以及一个行为学实验进行分析,研究发现主播的关系型社交互动对消费者购买行为和打赏行为的影响具有不对称关系。此外,主播—产品关联度和主播影响力对于关系型社交互动和购买行为、打赏行为之间的关系具有显著的调节作用。本研究拓展了有关直播商务中消费行为的研究范畴,深化了对直播商务中日蚀效应的理解。同时研究结论对企业的主播选择策略及主播的语言交流策略具有一定的指导意义。
In recent years,live commerce has seen rapid global growth,with an increasing number of businesses using livestreaming channels to promote products and drive consumer consumption through real-time interactive communication.In live commerce,the social interaction between streamers and consumers is a core advantage that stimulates consumption.Streamers not only introduce product information but also engage in social interactions to convey their personal charm and create a more engaging livestream atmosphere.Previous studies in the e-commerce field have shown that social interaction between sellers and consumers plays a positive role in stimulating consumer behavior.However,unlike traditional e-commerce,live commerce offers more direct and real-time social interaction between streamers and consumers.Specifically,traditional e-commerce social interaction occurs through persistent textbased channels,such as online reviews and text-based chatboxes,which allow consumers to repeatedly access interaction information before making purchasing decisions.In contrast,live commerce involves real-time social interaction through spoken language,making the interaction immediate and dynamic.Consumers are more likely to base their purchasing decisions on the brief,real-time verbal information provided by streamers.Previous research has indicated that relational social interaction in livestreaming can either heighten consumers'emotions and increase focus or lead to distraction.Thus,the real-time impact of relational social interaction in live commerce on consumer behavior is more complex,yet this issue has not been adequately explored in the existing literature.Moreover,unlike e-commerce platfor ms such as Taobao and JD.com,social media livestreaming platforms like Douyin,Weibo,and Kuaishou offer consumers more diverse consumption channels.On these social livestreaming e-commerce platforms,consumers can not only purchase products recommended by streamers but also pay for the streamer's performance,such as tipping virtual gifts or virtual currency.In a single livestream,the streamer's social interaction influences both types of consumer behavior simultaneously.However,the motivations behind these two behaviors differ.For purchasing behavior,the consumer's primary goal is to maximize purchase utility,while for tipping behavior,the motivation is to satisfy entertainment and social needs.A key question arises:Does the streamer's social interaction affect tipping and purchasing behaviors in the same way?In fact,in live commerce,streamers function as both salespeople and product endorsers,with the goal of attracting consumers'attention to increase brand awareness.Existing research has shown that when endorsers become the focal point of consumer attention,product information is often ignored or even forgotten:a phenomenon known as the“eclipse effect”.In livestreaming,as interpersonal interaction increases,consumers may focus more on the social communication,potentially neglecting product information.If we view consumers'tipping behavior as reflecting greater attention to the streamer and purchasing behavior as reflecting greater attention to the product,the streamer's relational social interaction could have asymmetric effects on both behaviors.This asymmetric influence may result in situations where“streamers receive large tips,but product sales are minimal”.However,this issue has not been thoroughly explored in existing research,which hinders streamers'ability to effectively utilize relational social interaction to maximize economic returns and prevents businesses from selecting the most suitable streamers to maximize product sales.To address this,this study consists of two research investigations.Study 1 takes Douyin livestreaming as a case study and,based on the eclipse effect theory,analyzes over 317,171717 minutes of minute-level consumer data and 7 million pieces of unstructured text data.The study explores the differential impact of the streamer's relational social interaction on consumer tipping and purchasing behaviors,as well as the moderating effects.Study 2,using behavioral experiments,further validates the robustness of the conclusions from Study 1.The findings of this study are as follows:1)The streamer's relational social interaction has an inverted U-shaped relationship with consumer purchasing behavior;as the degree of relational social interaction increases,purchasing behavior first increases and then decreases.2)There is a linear relationship between the streamer's relational social interaction and consumer tipping behavior;relational social interaction promotes tipping behavior.3)The relevance between the streamer and the product moderates the relationship between relational social interaction and consumer behavior.Self-selling streamers with high product relevance expand the positive effect of relational social interaction on purchasing behavior compared to agent-based streamers with low product relevance.Additionally,relational social interaction by agent-based streamers has a stronger effect on promoting tipping behavior than self-selling streamers.4)The streamer's inf luence moderates the relationship between relational social interaction and consumer behavior.High-influence streamers expand the positive impact of relational social interaction on purchasing behavior more than low-inf luence streamers,and their relational social interaction is more effective in promoting tipping behavior.The theoretical significance of this study is as follows:First,it enriches the literature on consumer behavior in live commerce.While some studies have separately examined tipping or purchasing behavior,no research has simultaneously analyzed how both behaviors change in the same context and the differences in their changes.This study,from the perspective of relational social interaction,explores the asymmetric effects of the streamer's relational social interaction on tipping and purchasing behaviors,enriching the literature on consumer behavior in live commerce.Second,this study adds to the theoretical research on streamer strategies in live commerce by examining the impact of relational social interaction in the streamer's language on consumer behavior.It also incorporates the relevance between the streamer and the product,as well as the streamer's influence,into the theoretical model.This deepens our understanding of the effects of streamer social strategies on consumer behavior and broadens the analysis perspective and boundary conditions of research on streamer strategies.Finally,by integrating cognitive attention theory,this study explores the role of the eclipse effect in live commerce,extending the theoretical explanations of the eclipse effect.The conclusions of this study provide practical guidance for businesses and streamers in selecting appropriate live commerce strategies.For streamers,it is crucial to skillfully use relational social interaction to engage consumers.Relational social interaction not only helps create a harmonious livestream atmosphere but also positively inf luences consumer behavior,such as tipping the streamer and purchasing products.However,streamers should be aware that excessive relational social interaction may have asymmetric effects on both tipping and purchasing behaviors.While excessive relational social interaction may increase tipping income,it could negatively affect product sales.Therefore,streamers should identify the tipping point where relational social interaction most positively influences purchasing behavior,optimizing the balance between tipping and product sales.Streamers can also adjust the frequency of relational social interaction based on their own characteristics.For example,self-selling streamers and high-influence streamers can use more relational social interaction to attract consumers,while agent-based streamers and low-influence streamers should moderate their use of relational social interaction to avoid distracting consumers from product information.
作者
霍佳乐
颜清
杨强
乔琳
李东进
Huo Jiale;Yan Qing;Yang Qiang;Qiao Lin;Li Dongjin(College of Economics and Management,Nanjing Agricultural University;School of Economics and Management,Southwest Jiaotong University;School of Business,Nanjing Audit University;College of International Tourism and Public Administration,Hainan University;Business School,Nankai University)
出处
《南开管理评论》
北大核心
2025年第1期15-28,共14页
Nankai Business Review
基金
国家自然科学基金项目(72102076、72402097)
江苏省高校哲学社会科学实验室—南京农业大学“大食物安全治理与政策智能实验室”资助。
关键词
直播商务
关系型社交互动
打赏行为
购买行为
主播
Live Commerce
Relational Social Interaction
Pur-chasing Behavior
Tipping Behavior
Streamer
