直播商务中关系型社交互动对消费者打赏行为和购买行为的不对称影响  

Exploring the Asymmetric Impact of Relational Social Interaction on Consumers’Purchasing Behavior and Tipping Behavior in Live Streaming Commerce

作　　者：霍佳乐 颜清 杨强 乔琳 李东进[5] Huo Jiale;Yan Qing;Yang Qiang;Qiao Lin;Li Dongjin(College of Economics and Management,Nanjing Agricultural University;School of Economics and Management,Southwest Jiaotong University;School of Business,Nanjing Audit University;College of International Tourism and Public Administration,Hainan University;Business School,Nankai University)

机构地区：[1]南京农业大学经济管理学院 [2]西南交通大学经济管理学院 [3]南京审计大学商学院 [4]海南大学国际旅游与公共管理学院 [5]南开大学商学院

出　　处：《南开管理评论》2025年第1期15-28,共14页Nankai Business Review

基　　金：国家自然科学基金项目(72102076、72402097);江苏省高校哲学社会科学实验室—南京农业大学“大食物安全治理与政策智能实验室”资助。

摘　　要：随着直播商务的高速发展,主播输出的语言内容已成为直播商务成功的关键因素。其中关系型社交互动在维护消费者关系、促进消费行为等方面都发挥着重要作用。然而,目前关于主播语言中的关系型社交互动对消费者购买行为和打赏行为的影响机理尚不明确。基于此,本文从名人代言的日蚀效应出发,探讨了主播语言中的关系型社交互动对消费者购买行为和打赏行为的不对称影响。通过对真实的直播商务面板数据以及一个行为学实验进行分析,研究发现主播的关系型社交互动对消费者购买行为和打赏行为的影响具有不对称关系。此外,主播—产品关联度和主播影响力对于关系型社交互动和购买行为、打赏行为之间的关系具有显著的调节作用。本研究拓展了有关直播商务中消费行为的研究范畴,深化了对直播商务中日蚀效应的理解。同时研究结论对企业的主播选择策略及主播的语言交流策略具有一定的指导意义。In recent years,live commerce has seen rapid global growth,with an increasing number of businesses using livestreaming channels to promote products and drive consumer consumption through real-time interactive communication.In live commerce,the social interaction between streamers and consumers is a core advantage that stimulates consumption.Streamers not only introduce product information but also engage in social interactions to convey their personal charm and create a more engaging livestream atmosphere.Previous studies in the e-commerce field have shown that social interaction between sellers and consumers plays a positive role in stimulating consumer behavior.However,unlike traditional e-commerce,live commerce offers more direct and real-time social interaction between streamers and consumers.Specifically,traditional e-commerce social interaction occurs through persistent textbased channels,such as online reviews and text-based chatboxes,which allow consumers to repeatedly access interaction information before making purchasing decisions.In contrast,live commerce involves real-time social interaction through spoken language,making the interaction immediate and dynamic.Consumers are more likely to base their purchasing decisions on the brief,real-time verbal information provided by streamers.Previous research has indicated that relational social interaction in livestreaming can either heighten consumers'emotions and increase focus or lead to distraction.Thus,the real-time impact of relational social interaction in live commerce on consumer behavior is more complex,yet this issue has not been adequately explored in the existing literature.Moreover,unlike e-commerce platfor ms such as Taobao and JD.com,social media livestreaming platforms like Douyin,Weibo,and Kuaishou offer consumers more diverse consumption channels.On these social livestreaming e-commerce platforms,consumers can not only purchase products recommended by streamers but also pay for the streamer's performance,such as tipping virtual gifts or vir

关 键 词：直播商务 关系型社交互动 打赏行为 购买行为 主播 

分 类 号：F724.6[经济管理—产业经济] C912.3[社会学]