多重沟通情境下电商直播消费者弹幕使用意愿的形成机理  

Formation Mechanism of Danmaku Use Intention of Livestreaming Consumers in Multi-Communicating Context

作　　者：孙凯[1] 刘承林 刘鲁川 SUN Kai;LIU Chenglin;LIU Luchuan(Shandong University of Finance and Economics,Jinan,China;Dongfang College,Shandong University of Finance and Economics,Tai’an,Shandong,China)

机构地区：[1]山东财经大学管理科学与工程学院 [2]山东财经大学东方学院数据科学学院

出　　处：《管理学报》2023年第5期676-683,共8页Chinese Journal of Management

基　　金：山东省社会科学规划研究资助项目(21CPYJ23)。

摘　　要：基于刺激-机体-响应理论,通过收集476份有效问卷,使用结构方程模型分析数据,研究多重沟通对弹幕使用体验和使用意愿的影响机理。研究表明,多重沟通通过积极和消极两条路径影响消费者的弹幕使用意愿:①多重沟通增强了消费者的社会临场感,满足其连接需求,提高了使用意愿;②多重沟通导致消费者注意力分散,产生厌恶情绪,降低了使用意愿;③多重沟通内容的一致性会显著减弱多重沟通的影响;④消费者的在线互动倾向会显著减弱多重沟通对注意力分散的影响。In order to explore the effect of multi-communicating on consumer experience and the formation mechanism of danmaku use intention under the multi-communicating context,this paper employs Stimulus-Organism-Response framework,collects 476 valid questionnaires and applies structural equation model to analyze the data.The results revealed that multi-communicating can affect consumers’danmaku use intention through positive and negative ways:①multi-communicating increases consumers’social presence,which meets their connectedness needs,and finally improves consumers’danmaku use intention;②multi-communicating leads to the attention distraction of consumers,which causes them disgust,and finally reduces their danmaku use intention;③content consistency between communications with the author and other consumers can reduce the effect of multi-communicating on social presence and attention distraction;④users’online interaction propensity can reduce the effect of multi-communicating on attention distraction.

关 键 词：电商直播 弹幕 多重沟通 使用意愿 

分 类 号：C93[经济管理—管理学]