负面事件对电商主播声誉的影响研究  

Impact of Negative Events on the Reputation of E-commerce Streamer

作　　者：刘晓云[1] 蒋梦瑞 梁坤 LIU Xiaoyun;JIANG Mengrui;LIANG Kun(School of Business,Anhui University,Hefei Anhui,230601,China)

机构地区：[1]安徽大学商学院,安徽合肥230601

出　　处：《西南石油大学学报（社会科学版）》2024年第5期44-54,共11页Journal of Southwest Petroleum University(Social Sciences Edition)

基　　金：教育部人文社会科学基金青年项目“基于区块链和深度学习的科技型小微企业信用评价研究”(23YJC630100)。

摘　　要：主播声誉是消费者直播购物的重要信号和主播赢得市场地位的关键因素,维护良好的主播声誉是主播团队必须认真对待的核心议题。基于情景实验法探索负面事件对主播声誉的影响机制和主播声誉事后修复策略,结果发现:道德型负面事件和能力型负面事件对主播情感声誉的负向影响无显著差异,但能力型负面事件将显著降低主播认知声誉;消费者的能力信任与善意信任分别在负面事件影响主播的认知声誉与情感声誉方面起中介作用;主播负面事件与修复策略的交互作用显著,能力型负面事件在利益型修复策略下对消费者信任和主播声誉的修复效果优于情感型修复策略,道德型负面事件在两种修复策略下的修复效果无显著差异。因此,主播应重视负面事件的消极影响,根据不同的负面事件类型采取相应的差异化修复策略。Streamer reputation is an important signal for consumer live shopping and a key factor for streamer to win market position,and safeguarding a good streamer reputation is a core issue that streamer team should take seriously.This study explores the impact mechanisms of negative events on the reputation of streamer and post-event repair strategies using a situational experiment method.The results indicate that morality negative events and ability negative events exhibit no significant difference in their negative impacts on the affect-based reputation of streamers,but ability negative events significantly reduce the cognition-based reputation of streamers.Consumers’trust on streamers’ability and on streamers’benevolence play mediating roles to the impact of negative events on cognition-based reputation and affect-based reputation of streamers.There is a significant interaction between the types of streamer negative events and repair strategies.In the cases of ability negative events,benefit-aimed repair strategy are more effective in restoring consumers’trust and reputation of streamers than emotionaimed repair strategy.In the cases of morality negative events,there is no significant difference in the effectiveness of the two repair strategies.Therefore,streamers should pay attention to the negative impact of negative events and adopt targeted repair strategies according to the type of negative events.

关 键 词：电商直播 负面事件 主播声誉 修复策略 S-O-R理论 

分 类 号：F713.36[经济管理—产业经济]