消费者更青睐专业主播还是明星主播?——一个被中介的调节作用模型

摘要/Abstract

摘要： 在专业主播和明星主播齐头并进的格局下，本文基于角色理论与3项实验考察了两者的差异化带货效果。研究结论表明：专业主播（vs. 明星主播）更能够提高消费者购买意愿；产品类型对两者的差异化带货效果具有调节作用，具体来说，对于非明星主播代言的产品，专业主播（vs. 明星主播）更能够提高消费者购买意愿，而对于明星主播代言的产品，两类主播对消费者购买意愿的影响不存在显著差异；带货性质也对两者的差异化带货效果具有调节作用，具体来说，在商业性直播带货情境下，专业主播（vs. 明星主播）更能够提高消费者购买意愿，而在公益性直播带货情境下，明星主播（vs. 专业主播）更能够提高消费者购买意愿；感知匹配性中介了上述两个调节效应。以上结论丰富了直播带货的相关研究，对于社会责任营销也具有一定的推动作用，还为主播改进直播手段和企业、政府用好直播带货提供了更具针对性的实践指导。

关键词: 直播带货, 专业主播, 明星主播, 感知匹配性

Abstract: Based on the role theory and three experiments, this paper investigates the different effects on sales brought by professional livestreamers and celebrity livestreamers, who equally dominate the livestream marketing sector. The results show that professional livestreamers are better able to increase consumers’ purchase intention than celebrity livestreamers. Furthermore, product type moderates the above relationship. Specifically, the relationship is significant for products not endorsed by celebrities and not significant for products endorsed by celebrities. In addition, livestream marketing type also moderates the above relationship. Specifically, the relationship is significant for products sold for commercial purpose and not significant for products provided for public welfare. These two moderating effects are mediated by perceived fit. These conclusions not only enrich relevant researches on livestream marketing, but also offer valuable insights for social responsibility marketing. Ultimately, our research provides targeted practical guidance for livestreamers to optimize their live-streaming approach, and for governments to improve public welfare live-streaming.

Key words: livestream marketing, professional livestreamer, celebrity livestreamer, perceived fit

张其林, 乌云. 消费者更青睐专业主播还是明星主播?——一个被中介的调节作用模型[J]. 管理评论, 2024, 36(11): 156-167.

Zhang Qilin, Wu Yun. Are Professional Livestreamers or Celebrity Livestreamers More Favored by Consumers?—A Mediated Moderation Model[J]. Management Review, 2024, 36(11): 156-167.

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