观众效应对直播间消费行为的作用机制研究  

Research on the Mechanism of Audience Effect on Consumption Behavior in Broadcast Room

作　　者：张艳辉[1] 李宗伟 张嘉皓 吴尚林 ZHANG Yanhui;LI Zongwei;ZHANG Jiahao;WU Shanglin(East China University of Science and Technology,Shanghai,China;Shanghai Institute of Technology,Shanghai,China)

机构地区：[1]华东理工大学商学院 [2]上海应用技术大学经济与管理学院

出　　处：《管理学报》2024年第8期1208-1216,共9页Chinese Journal of Management

基　　金：上海市哲学社会科学规划课题资助项目(2023BGL006)。

摘　　要：运用直播平台数据,分析观众效应对直播间消费行为的作用机制,探讨主播身份和粉丝结构在其中的调节作用。研究表明:①观众效应对于主播奖励收入和销售收入均存在显著的正向作用,在有他人真实临场或虚拟临场的情境下,消费者的在线购买决策容易被激发。②当主播身份为网红明星时,观众效应对于主播奖励收入的正向作用会增强;当主播身份为意见领袖时,观众效应对于主播销售收入的正向作用也会增强。③粉丝群体在直播间承担着重要作用,在粉丝结构中,新粉丝占比较高时,观众效应对于主播销售收入的正向作用会增强。The study discusses the mechanism of audience effect on consumption behavior in the live broadcast room and analyzes the moderating effects of anchor identity and fans’structure by the data of live broadcasting platform.The research shows that:①the audience effect has a significant positive effect on the reward income and sales income of anchors.In the presence of others in real or virtual situations,consumers’online purchasing decisions are easily stimulated.②When anchors are internet celebrities,the positive effect of audience effect on anchors’reward income will be enhanced.When anchors are opinion leaders,the positive effect of audience effect on anchors’sales income will be enhanced.③The fan group plays an important role in the live broadcast room.In the fans’structure,when the proportion of new fans is relatively higher,the positive effect of audience effect on the sales income of anchors will be enhanced.

关 键 词：观众效应 电商直播 消费行为 主播身份 粉丝结构 

分 类 号：C93[经济管理—管理学]