直播营销中社会临场感对线上从众消费的影响及作用机理研究——行为与神经生理视角  

The effect and mechanism of social presence in live marketing on online herd consumption from behavioral and neurophysiological perspectives

作　　者：谢莹 李纯青 高鹏[1] 刘艺 XIE Ying;LI Chunqing;GAO Peng;LIU Yi(School of Economics and Management,Northwest University,Xi'an,710027,China;School of Business XI'AN University of Finance and Economics,Xi'an,710100,China)

机构地区：[1]西北大学经济管理学院,西安710127 [2]西安财经大学商学院,西安710100

出　　处：《心理科学进展》2019年第6期990-1004,共15页Advances in Psychological Science

基　　金：国家自然科学基金项目“直播营销中社会临场感对线上从众消费的影响及作用机理研究——行为与神经生理视角”(71802158);陕西省社会科学基金项目“直播营销情境下的从众行为研究”(2018S42);陕西省自然科学基金项目“隐性知识传递与企业创新——基于认知视角的实验研究”(2014JM9370);陕西省教育厅专项科研计划项目(18JK0760)

摘　　要：研究以直播营销为背景,引入产生于通讯领域的社会临场感概念,在文献归纳分析的基础上首先探讨直播营销环境下社会临场感的内涵和构成;之后基于从众消费理论通过行为实验的方法探究直播营销中社会临场感影响线上从众消费的认知机制;进一步,根据社会临场感理论探讨自我建构和消费者?主播关系强度在此过程中的调节作用;最后基于社会助长理论,利用神经科学方法客观性和“过程测量”的优势探索直播营销中社会临场感影响线上从众的情感机制。研究将揭示社会临场感影响线上从众消费行为的机理,为直播播主和电商卖家提供指导的同时,帮助消费者了解自我,以做出更理性的消费决策。With live marketing as background and based on the analysis of the literature,we introduce social presence and explore the connotation and composition of social presence in live marketing environment.Besides,ground on the theory of conformity consumption,we conduct behavioral tests and probe into the cognitive mechanism of how social presence influences online conformity consumption in live marketing.Furthermore,according to the theory of social presence,this paper discusses the moderating effect of self-construction and tie strength between buyer and network-anchor in this process.Finally,based on the theory of social facilitation,this study explores the emotional mechanism using neuroscience method which has the advantages of objectivity and"process measurement".This research will reveal the effect of social presence on online herd consumption,provide guidance to network-anchor and E-sellers,meanwhile help consumers understand their own behavior better in order to make more rational consumption choices.

关 键 词：直播营销 线上从众消费 社会临场感 消费者行为 神经生理 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]