直播商务可视化信息对消费者响应的影响--基于平台类型与关系强度的调节  

The Influence of Visual Information of Live Streaming Commerce on Consumer Response:Based on the Moderating Effect of Platform Type and Tie Strength

作　　者：彭宇泓 郝辽钢[1] PENG Yuhong;HAO Liaogang(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;Service Science and Innovation Key Laboratory of Sichuan Province,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 [2]服务科学与创新四川省重点研究室,四川成都610031

出　　处：《信息系统学报》2023年第1期43-68,共26页China Journal of Information Systems

基　　金：国家自然科学基金项目(71902129);教育部人文社会科学项目(17YJC630036);“服务科学与创新”四川省重点实验室项目(KL2212)。

摘　　要：以直播界面可视化信息为切入点,基于信号传递理论和双加工理论,采用文本挖掘与内容分析方法构建LDA主题模型,运用深度学习等方法量化变量,探索性地提出直播界面可视化信息对消费者响应行为的影响模型,并考虑了直播平台类型和关系强度的边界作用。研究结果表明,启发式线索信息中,弹幕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。弹幕评论长度、点赞数量、粉丝数量均显著正向影响消费者响应;系统式线索信息中,弹幕评论的情感积极性、语义丰富性均存在积极作用。同时,各类信息对消费者响应的影响受到平台类型和关系强度的调节。This paper takes the visual information of the live broadcast interface as the breakthrough point,uses text mining and content analysis methods to construct the LDA topic model based on signal transmission theory and double processing theory,uses deep learning and other methods to quantify variables,and exploratively proposes an impact model of visual information of the live broadcast interface on consumer response.The boundary effect of live streaming platform type and the relationship strength are also considered.The results show that in the heuristic cue information,the number of comments has a U-shaped relationship with product sales and an inverted U-shaped relationship with the number of WOM.The comment length,the number of likes,and fans all have a significant positive impact on consumer response;In systematic cue information,the emotion and semantic richness of comments have positive effects.At the same time,the impact of various information on consumer response is moderated by platform type and relationship strength.

关 键 词：直播营销 弹幕评论 消费者响应 深度学习 启发式-系统式模型 

分 类 号：C35[社会学]