电商直播软硬信息对消费者响应的影响  

Influence of Soft and Hard Information on Consumer Response in E-Commerce Live Broadcasting

作　　者：彭宇泓 郝辽钢[1] PENG Yuhong;HAO Liaogang(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《经济与管理》2022年第4期68-75,共8页Economy and Management

基　　金：国家自然科学基金青年项目(71902129);教育部人文社会科学项目(17YJC630036)。

摘　　要：以信号传递理论的软硬信息融合模型为研究框架,建立电商直播消费者响应的影响因素理论模型,将消费者响应影响因素分为软信息和硬信息,采用文本挖掘与内容分析方法构建LDA主题模型,并运用深度学习等方法量化变量,基于302场直播现场数据验证模型与假设。研究结果表明:在硬信息中,评论数量与产品销量呈U形关系,与口碑推荐数量呈倒U形关系。在线观看数量、收藏数量、粉丝数量均显著正向影响消费者响应。在软信息中,主播产品描述性文本的情感积极性、语义丰富性、文本可读性均存在积极作用。E-Commerce live broadcasting reshapes the new scenario of mobile shopping and has become a new tool for many enterprises’ marketing practices. Based on the signal transmission theory of soft and hard information fusion model as the research framework of electricity live broadcasting of the influence factors of consumer response to the theoretical model, the factors affecting consumer response are divided into soft and hard information, text mining, and content analysis method was used to construct the LDA topic model, and using the method of depth study of quantitative variables, verify the model and hypothesis based on the 302 live broadcast data. The results show that in hard information, the number of reviews has a U-shaped relationship with product sales and an inverted U-shaped relationship with the number of word-of-mouth recommendations. The number of online viewers, the number of collections, and the number of fans have a significant positive impact on consumer response. In soft information, the emotional positivity, semantic richness, and text readability of product descriptive text all have positive effects.

关 键 词：直播营销 语义分析 深度学习 软硬信息融合理论 

分 类 号：F713.36[经济管理—产业经济]