管理评论

管理评论 ›› 2024, Vol. 36 ›› Issue (4): 130-141.

• 市场营销 • 上一篇    

“王婆卖瓜，该不该自夸？”——直播带货中主播过度夸赞行为对消费者购买意愿的影响

刘鲁川1,2, 张蕾1,3   

  1. 1. 山东财经大学管理科学与工程学院, 济南 250014;
    2. 山东财经大学东方学院, 泰安 271000;
    3. 山东建筑大学管理工程学院, 济南 250101
  • 收稿日期:2020-09-07 发布日期:2024-05-21
  • 作者简介:刘鲁川(通讯作者)，山东财经大学管理科学与工程学院教授，博士生导师，山东财经大学东方学院教授;张蕾，山东财经大学管理科学与工程学院硕士研究生，山东建筑大学管理工程学院助教。
  • 基金资助:
    国家自然科学基金面上项目（71774101）;山东省社会科学规划研究项目（21CPYJ23）

“Should a Potter Praise His Pot?”: The Influence of Streamers’ Excessive Praise on Consumers’ Purchase Intention in Live Streaming

Liu Luchuan1,2, Zhang Lei1,3   

  1. 1. School of Management Science and Engineering, Shandong University of Finance and Economics, Jinan 250014;
    2. Dongfang College, Shandong University of Finance and Economics, Taian 271000;
    3. School of Management Engineering, Shandong Jianzhu University, Jinan 250101
  • Received:2020-09-07 Published:2024-05-21

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摘要： 直播营销模式下，主播“自卖自夸”的现象屡见不鲜。然而，主播的“自卖自夸”是否能影响消费者的购买意愿，以及影响机制是什么尚未有文献予以揭示。本文通过两个实验，分析主播对商品不同夸赞程度对消费者购买意愿的影响。实验1结果表明，消费者对主播的信任感知（专业度感知、诚信度感知、善意度感知）在主播不同夸赞程度与购买意愿关系中起中介作用，主播过度夸赞行为能够降低消费者对主播的信任感知（专业感知、诚信感知、善意感知），进而导致更低的消费者购买意愿。为了进一步探究消费者与主播的关系强度是否会调节主播夸赞与消费者购买意愿之间的关系，通过实验2验证了不同的消费者与主播关系强度在上述关系中发挥的调节作用，即：当双方关系疏远时，与不夸赞相比，主播过度夸赞行为使消费者购买意愿更低；当关系紧密时，主播过度夸赞行为对消费者购买意愿的负向作用可以被缓解。研究结论为直播营销策划和模式改进提供了借鉴，具有重要的理论和应用价值。

关键词: 电商主播, 过度夸赞行为, 信任感知, 购买意愿, 消费者-主播关系强度

Abstract: A common practise of streamers in the live streaming marketing is to praise what they sell. However, the existing literature has not revealed whether and how this practise affects consumers’ purchase intention. Through two experiments, this paper analyzes the influence of different levels of streamers’ praise on consumers’ purchase intention. The results of experiment 1 show that consumers’ perception of trust (in professionalism, integrity and goodwill) on streamers plays an intermediary role in the relationship between different levels of streamers’ praise and purchase intention. Excessive praise can reduce consumers’ trust perception of streamers and thus lead to lower purchase intention. In order to further explore whether the intensity of the relationship between consumers and streamers will regulate the relationship between streamers’ praise and consumers’ purchase intention, experiment 2 verifies the moderating effect of different intensity of the relationship between consumers and streamers on the above relationship. That is, when the relationship between the two parties is distant, compared with no praise, excessive praise makes consumers less willing to buy; when the relationship is close, the negative effect of excessive praise on consumers’ purchase intention can be alleviated. The research conclusion provides a reference for the live marketing planning and model improvement, and has important theoretical and application value.

Key words: e-commerce live streamer, excessive praise, trust perception, purchase intention, consumer-streamer relationship intensity