电商直播中表情符号对用户参与的影响  

The Impact of Emojis on User Engagement in E-commerce Live Streaming

作　　者：杨宜苗[1] YANG Yi-miao(School of Business Administration,Dongbei University of Finance and Economic,Dalian 116025,Liaoning,China)

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《中国流通经济》2024年第9期65-79,共15页China Business and Market

基　　金：国家自然科学基金面上项目“消费者感知零售商创新性:结构测量及对感知价值和消费者忠诚的三重作用路径与边界条件研究”(71872030);国家社会科学基金重大项目“‘双循环’新格局下现代流通体系创新及高质量发展路径研究”(21&ZD120)。

摘　　要：电商直播逐渐成为主流消费模式,而电商直播离不开用户参与。电商直播中用户或主播通过弹幕发送表情符号的现象司空见惯,如何利用表情符号增强电商直播中的用户参与,对电子商务运营商建立用户关系、提高用户忠诚度从而改善电商直播的潜在营销效果至关重要。从信息交流和互动体验的角度看,表情符号自身具有视觉吸引、信息解释和内容呈现三个特征。基于SOR框架、言语行为理论和符号互动理论,阐述表情符号的三个特征(视觉吸引、信息解释和内容呈现),通过感知愉悦性对电商直播中用户参与的影响机制模型界定主播响应性的调节作用。通过SPSS27和AMOS23软件对404份有效问卷的实证分析结果表明,在电商直播中,表情符号的视觉吸引、信息解释和内容呈现既直接影响用户参与,又通过感知愉悦性间接影响用户参与;主播响应性在表情符号的视觉吸引、信息解释和内容呈现与感知愉悦性之间的关系中具有正向强化作用,即主播响应性越强,表情符号的视觉吸引、信息解释和内容呈现对感知愉悦性的影响均越大。为激发和保持电商直播中的用户参与,有必要设计和发送更具吸引力的表情符号及其组合,通过优化直播间尤其弹幕区操作功能、改进直播间场景布置、积极调动直播间气氛等途径增强用户的感知愉悦性,主播在回应用户需求的基础上还应对用户发送的弹幕和表情符号给予积极回应。E-commerce live streaming has gradually become the mainstream consumption mode,and the development of this has to depend on user engagement.It is common for users or anchors to send emojis through bullet comments in e-commerce live streaming.It is crucial for e-commerce operators to enhance user engagement through emojis,establish user relationships and loyalty,and improve the potential marketing effectiveness of e-commerce live streaming.From the perspective of information exchange and interactive experience,emojis themselves have three characteristics:visual attraction,information interpretation,and content presentation.Based on the SOR framework,speech act theory,and symbolic interaction theory,a mechanism model of the impact of visual attraction,information interpretation,and content presentation of emojis on user engagemen in e-commerce live streaming through perceived pleasure is constructed,and the moderating effect of anchor responsiveness is also defined.The empirical analysis of 404 valid questionnaires using SPSS27 and AMOS23 software shows that:in live streaming e-commerce,the visual attraction,information interpretation,and content presentation of emoticons directly affect user engagement,and indirectly affect user engagement through perceived pleasure;and the responsiveness of anchors has a positive moderating effect on the relationship between visual attraction,information interpretation,content presentation,and perceived pleasure of emojis,that is to say,the higher the responsiveness of the anchor,the greater the impact of visual attraction,information interpretation,and content presentation of emoticons on perceived pleasure.In order to stimulate and maintain user engagement in e-commerce live streaming,it is necessary to design and send more attractive emojis and their combinations;it is necessary to enhance the perceived pleasure of users by optimizing the operation function of the live broadcast room,especially the bullet screen area,improving the scene layout of the live broadcast room,and ac

关 键 词：表情符号 用户参与 感知愉悦性 主播响应性 电商直播 

分 类 号：F713.36[经济管理—产业经济]