无理取闹还是事出有因?直播带货方式对顾客言语攻击行为影响研究  

Unreasonable or Justified?Research on the Influence of Live Streaming Style on Customer Verbal Aggression Behavior

作　　者：谢志鹏 张月 秦环宇 赵晶[3] Xie Zhipeng;Zhang Yue;Qin Huanyu;Zhao Jing(School of Economics and Business Administration,Central China Normal University,Wuhan,430079;School of Management,University of Science and Technology of China,Hefei,230026;Economics and Management School,Wuhan University,Wuhan,430072)

机构地区：[1]华中师范大学经济与工商管理学院,武汉430079 [2]中国科学技术大学管理学院,合肥230026 [3]武汉大学经济与管理学院,武汉430072

出　　处：《珞珈管理评论》2022年第3期135-150,共16页Luojia Management Review

基　　金：国家自然科学基金青年项目“大家都喜欢‘笑脸’吗?产品表情对消费者的影响研究”(项目批准号:71702189)。

摘　　要：直播带货已经成为有效的促销手段之一。现有直播带货的相关研究主要关注主播和产品层面因素,甚少涉及观众负面行为管理。直播间中观众无端的言语冒犯不仅影响主播的业绩表现,更会影响其他观众对产品的态度。根据心理抗拒理论,探讨了直播带货方式对顾客言语攻击行为的影响机制。通过三组实验,发现相比聚焦类直播带货方式,零散类直播带货方式会促使顾客与品牌间感知到更高程度公共关系和更低程度交易关系,可以提高顾客对言语攻击行为的管理。此外,还发现主播专业度在直播带货方式对顾客言语攻击行为的影响中起正向调节作用。在聚焦类直播中,主播专业度越高,顾客言语攻击行为的倾向越高;在零散类直播中,主播专业度越高,顾客言语攻击行为的倾向越低。该结论在丰富直播营销和品牌关系研究内容的基础上,为企业精准设计直播带货内容提供有益指导,有效预防直播带货中有损企业形象的事件发生。In recent years,live delivery has become one of the most effective promotion methods.However,customer verbal attack often happens in live broadcast rooms.Such gratuitous verbal offense will not only affect the performance of anchors,but also affect the general audience s attitude towards the product.Most of the existing studies on live streaming are focused on anchors and product-level factors,while the negative behavior management of audience is rarely involved.Based on the literature,this study divided live delivery into scattered type and focused type,and verified through three groups of experiments that compared with focused delivery,scattered live delivery will promote customers to perceive a higher degree of communal relations and a lower degree of exchange relationship between the brand and customers,thus improving customers management of negative behaviors.The above effects were moderated by the professional degree of anchors.This paper not only provides a new perspective for the study of live marketing and brand relationship,but also provides theoretical guidance for the merchants who adopt live delivery.

关 键 词：直播带货方式 顾客感知关系 顾客言语攻击行为 主播专业度 

分 类 号：C93[经济管理—管理学]