电商直播中主播情绪沟通与认知沟通对消费者直播购买行为的影响

摘要/Abstract

摘要： 随着电商直播模式的不断发展与成熟，主播直播时的话术内容已成为影响消费者直播购买行为的关键因素。本研究以信息加工理论为基础，探讨了主播的积极情绪沟通、消极情绪沟通以及认知沟通如何影响消费者的直播购买行为。本研究通过收集电商直播间的真实数据进行分析，并采用实验室实验做进一步验证，研究发现积极情绪沟通和认知沟通对消费者直播购买行为有正向作用，且两者存在交互效应;此外，研究还发现主播类型(企业主播和名人主播)和商品类型(私有消费品和公开消费品)在其中存在调节效应，情绪沟通更容易在名人主播和公开消费品上产生影响，认知沟通更容易在企业主播和私有消费品上发挥作用。因此，本研究丰富了电商直播领域的情绪与认知研究，拓展了信息加工理论在电商直播场景中的实践应用，研究结论对主播的直播话术制定、企业的直播策略选择以及观众的理性购物都具有重要指导意义。

关键词: 电商直播, 情绪与认知, 直播购买行为, 主播类型, 商品类型

Abstract: As live e-commerce livestreaming develops into a mature sales model, streamer's verbal skill has become a key factor influen-cing consumers' live purchase behavior. Based on information processing theory, this study explores how the positive emotional commu-nication, negative emotional communication and cognitive communication of streamers affect consumers' purchase behavior. The study finds that positive emotional communication and cognitive communication have a positive effect on consumers' purchase behavior, and there is an interaction effect between them. In addition, the study also finds that type of streamers (in-house personnel vs outside celebrity) and type of products (private consumer goods vs public consumer goods) have a moderating effect. Consumers are more likely to be influ-enced by emotional communication for celebrity streamers and public consumer goods, and more likely to be influenced by cognitive com-munication for in-house streamers and private consumer goods. This study enriches the research on emotion and cognition in the field of e-commerce livestreaming, and expands the practical application of information processing theory in e-commerce livestreaming. The find-ings are of great guiding significance for live streamers to develop an appropriate verbal pattern, for producers to select an effective lives-treaming strategy, and for audiences to shop rationally.

Key words: e-commerce livestreaming, emotion and cognition, shop via livestreaming, streamer type, product type

石文华, 黄来恩, 吕廷杰, 胡明瑶. 电商直播中主播情绪沟通与认知沟通对消费者直播购买行为的影响[J]. 管理评论, 2024, 36(5): 113-125.

Shi Wenhua, Huang Laien, Lv Tingjie, Hu Mingyao. The Influence of Streamers' Emotional and Cognitive Communication on Consumers' Purchase Behavior in E-commerce Livestreaming[J]. Management Review, 2024, 36(5): 113-125.

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