主播群体规模对品牌直播销售绩效的倒U型影响研究——来自化妆品行业的实证?  

Study on the Inverted U-shape Effects of Streamers Volume on Brands'Sales Performances in Live Streaming Commerce——Empirical Evidences from the Cosmetics Industry

作　　者：李国鑫[1] 唐霈雯 Li Cuxin;Tang Peiwen(School of Economics and Management,Harbin Institute of Technology)

机构地区：[1]哈尔滨工业大学经济与管理学院

出　　处：《营销科学学报》2024年第1期18-35,共18页Journal of Marketing Science

基　　金：国家自然科学基金重点项目(编号:71831005);国家自然科学基金创新群体项目(编号:72121001);国家自然科学基金面上项目(编号:71771063)的资助。

摘　　要：直播电商活动中,主播群体是促进产品销售的核心人群。本研究重点关注品牌网络直播活动中主播群体规模、产品线宽度和品牌类型的匹配对品牌直播销售绩效的影响。本研究收集了2020年8月-12月共18周内化妆品行业中具有代表性的17个奢侈品牌和27个非奢侈品牌的抖音直播销售数据,其中包含261个主播、1,658个产品和3,119场直播。通过采用STATA的双向固定效应模型分析,本研究发现主播群体规模对品牌直播销量有显著的倒U型影响,直播产品线宽度对品牌直播销量有显著的直接正向影响。同时,直播产品线宽度和品牌类型调节了主播群体规模对品牌直播销量的倒U型影响。In live streaming commerce,the streamer group is the core factor that drives product's sales performance.This study aims to understand how the combinations of streamers volume,product's line breadth,and brand type influence brands'sales performances in live streaming commerce.The study collected panel data on Douyin live streaming plaform in an 18-week peri-od from August to December 2020 of 17 luxury brands and 27 non-luxury brands that are representatives of the cosmetics in-dustry,which includes 261 streamers,1,658 products and 3,119 live broadcasts.We used a two-way fixed effects model with STATA software,and found that streamer volume has a significant inverted U-shaped impact on brands'live sales,and the breadth of product's line has a significantly direct positive impact on brands'live sales.Besides,product's line breadth and brand type moderate the above inverted U-shaped effect.

关 键 词：主播群体规模 品牌 产品线 直播电商 销售绩效 

分 类 号：F724.6[经济管理—产业经济] F426.72