直播电商弹幕内容与行为特征对消费者购买行为的影响研究——主播与产品关联度的调节效应  

Impacts of Bullet-Screen Content and Behavioral Characteristics on Consumer Purchasing Behavior in Live Streaming E-Commerce:Moderating Effect of Broadcaster-Product Relevance

作　　者：陈婷停 丁宏昊 周昊宇 吴江[1,2,3] Chen Ting;Ding Honghao;Zhou Haoyu;Wu Jiang(School of Information Management,Wuhan University,Wuhan 430072,China;The Center for Studies of Information Resources,Wuhan University,Wuhan 430072,China;Center for E-commerce Research and Development,Wuhan University,Wuhan 430072,China)

机构地区：[1]武汉大学信息管理学院,武汉430072 [2]武汉大学信息资源研究中心,武汉430072 [3]武汉大学电子商务研究与发展中心,武汉430072

出　　处：《数据分析与知识发现》2025年第2期159-171,共13页Data Analysis and Knowledge Discovery

基　　金：国家自然科学基金重点项目(项目编号:72232006);教育部哲学社会科学研究重大课题攻关项目(项目编号:20JZD024)的研究成果之一。

摘　　要：【目的】探讨直播电商中弹幕内容与行为特征对消费者购买行为的影响以及主播与产品关联度的调节效应。【方法】基于详尽可能性模型,利用抖音平台的弹幕数据和灰豚平台的消费数据,结合文本挖掘和零膨胀负二项回归分析,从作为中心路径的弹幕内容特征和作为边缘路径的行为特征两方面探究消费者购买行为的影响因素,并通过分组回归分析主播与产品关联度的调节作用。【结果】信息丰富度、社交互动程度和弹幕数量正向影响购买行为;弹幕情感极性对购买行为的影响呈倒U形;与主播与产品关联度低的直播间相比,主播与产品关联度高的直播间弹幕情感极性对购买行为的正向影响范围更大。【局限】仅选取单一直播电商平台的弹幕,研究结果缺乏普适性。【结论】从弹幕视角分析消费者实际购买行为的影响因素,能够为直播电商模式下商家与消费者之间的有效沟通以及提升带货效果提供参考和建议。[Objective]This study explores the impacts of bullet-screen(danmu)content and behavioral characteristics on consumers purchasing behavior in live-streaming e-commerce,as well as the moderating effect of host-product relevance.[Methods]First,we retrieved the bullet-screen data from the Douyin platform and the consumer data from the Huitun platform based on the Elaboration Likelihood Model.Then,we studied the impacts of bullet-screen content characteristics(central route)and behavior characteristics(peripheral route)on consumer purchasing behavior with text mining and zero-inflated negative binomial regression.We also discussed the moderating effect of host-product relevance with grouping regression.[Results]Information richness,social interaction degree and number of bullet-screen comments positively impact purchasing behavior.The emotional polarity of bullet screen comments exhibits an inverted U-shaped effect on purchasing behavior.Compared with live streaming rooms with low host-product relevance,those with high host-product relevance have broader positive impacts on purchase behavior.[Limitations]We only investigated the bullet-screen data from a single live-streaming e-commerce platform.[Conclusions]This study examines the factors influencing consumers'actual purchasing behavior from the perspective of bullet-screen comments.It provides insights for improving communication between merchants and consumers in live-streaming e-commerce,ultimately enhancing sales performance.

关 键 词：直播电商 购买行为 主播与产品关联度 弹幕特征 详尽可能性模型 

分 类 号：G252[文化科学—图书馆学] F724[经济管理—产业经济]