声音特征和文本策略的说服效应研究  

Persuasive Effects of Voice Features and Text Strategies

作　　者：刘德文 高维和 闵凉宇 LIU Dewen;GAO Weihe;MIN Liangyu(Nanjing University of Posts and Telecommunications,Nanjing,China;Shanghai University of Finance and Economics,Shanghai,China;Shanghai Business School,Shanghai,China)

机构地区：[1]南京邮电大学管理学院 [2]上海财经大学商学院,上海市200433 [3]上海商学院商务信息学院

出　　处：《管理学报》2022年第9期1373-1381,1408,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71872106);江苏高校哲学社会科学研究资助项目(2022SJYB0103);南京邮电大学人才引进项目(NYY222011)。

摘　　要：以机器学习的方式,度量喜马拉雅FM平台上商业财经类311个知识付费产品声音预告的声音特征,探讨声音特征对双重产品绩效的影响。研究发现,预告声音的温暖感知和能力感知正向影响消费者融入,能力感知和权威感知正向影响产品的销售;同时,文本策略在声音特征的说服作用中起到调节作用。此外,预告音频的温暖感知和能力感知对融入存在正向交互作用。进一步的稳健性检验结果发现,在更换了回归方法、增添控制变量和排除掉内生性解释后,预告声音的3种感知对融入和销售仍然具有较稳定的影响。A machine learning approach was used to measure the sound characteristics of 311 sound previews of business and finance paid knowledge products on the Himalaya FM platform and to explore the impact of sound characteristics on dual products performance.It was found that warmth perception and competence perception of the previewed voice positively influenced consumer engagement,and competence perception and dominance perception positively influenced product sales.Meanwhile,text strategy played a moderating role in the persuasive effect of sound features.In addition,warmth perception and competence perception of previewed voice have a positive interaction effect on consumer engagement.Further robustness tests found that after replacing the regression method,adding a control variable,and excluding endogeneity explanations,the three perceptions of sound previews still had a relatively stable effect on engagement and sales.

关 键 词：知识付费 声音营销 刻板印象模型 机器学习 

分 类 号：C93[经济管理—管理学]