基于解释水平理论的直播间活跃度和产品信息诉求的匹配效应研究  

The Matching Effect of Live-Streaming Room Activeness and Product Information Appeals on Purchase Intension Based on Constual Level Theory

作　　者：寿志钢[1] 吴美 张怡 孙众 SHOU Zhigang;WU Mei;ZHANG Yi;SUN Zhong(Wuhan University,Wuhan,China)

机构地区：[1]武汉大学经济与管理学院,武汉市430072

出　　处：《管理学报》2024年第4期577-584,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(72072134,72272111)。

摘　　要：基于解释水平理论,通过二手数据分析和仿真模拟实验研究,揭示直播间活跃度(高vs.低)与产品信息诉求(属性vs.利益)对消费者购买意愿的匹配效应。研究表明:①当直播间活跃度高时,利益诉求的产品信息更能提高消费者的购买意愿;当直播间活跃度低时,属性诉求的产品信息更能提高消费者的购买意愿。②感知有用性中介直播间活跃度和产品信息诉求对消费者购买意愿的影响。③弹幕相似性调节直播间活跃度和产品信息诉求的匹配效应,即当弹幕相似时,两种诉求策略对消费者的影响无显著差异。Based on the construal level theory,this study reveals the matching effects of live-streaming room activeness(high vs.low)and product information appeals(attributes vs.benefits)on consumers’purchase intention through a secondary data analysis and several experimental studies.The research shows that:①when live-streaming room activeness is high,product information with benefit-based appeals can improve the purchasing intention of consumers;when live-streaming room activeness is low,product information with attribute-based appeal is more likely to increase the purchase intention of consumers.②Perceived usefulness mediates the effects of live-streaming room activeness and product information appeals on consumers’purchase intentions.③Barrage similarity moderates the matching effect of live-streaming room activeness and product information appeals,i.e.,when barrages are similar,there is no significant difference in the effect of the two appeals strategies on consumers.

关 键 词：直播电商 直播间活跃度 产品信息诉求 感知信息有用性 解释水平理论 

分 类 号：C93[经济管理—管理学]