管理评论

管理评论 ›› 2026, Vol. 38 ›› Issue (5): 141-157.

• 市场营销 • 上一篇    

实时参照群体对消费者购买行为的影响——产品类型的调节作用

杜松华1, 罗丹2, 尹静桃1, 张凤华1, 梁凯聪3   

  1. 1. 广东工业大学管理学院, 广州 510520;
    2. 中国人民财产保险股份有限公司深圳市分公司, 深圳 518023;
    3. 广州喜得网络科技有限公司, 广州 510315
  • 收稿日期:2024-04-08 发布日期:2026-06-06
  • 作者简介:杜松华,广东工业大学管理学院教授,博士生导师,博士;罗丹,中国人民财产保险股份有限公司深圳市分公司理赔管培生,硕士;尹静桃,广东工业大学管理学院博士研究生;张凤华(通讯作者),广东工业大学管理学院副教授,硕士生导师,博士;梁凯聪,广州喜得网络科技有限公司产品经理,硕士。
  • 基金资助:
    广东省哲学社会科学规划项目（GD25CSG29；GD24XGL012）；国家自然科学基金项目（72072040；72002044）；广州市科技计划项目（2025A04J3948）。

The Influence of Real-time Reference Groups on Consumers' Purchasing Behavior: The Moderating Role of Product Type

Du Helen S.1, Luo Dan2, Yin Jingtao1, Zhang Fenghua1, Liang Kaicong3   

  1. 1. School of Management, Guangdong University of Technology, Guangzhou 510520;
    2. PICC Property and Casualty Company Limited Shenzhen Branch, Shenzhen 518023;
    3. Guangzhou Xide Network Technology Co., Ltd., Guangzhou 510315
  • Received:2024-04-08 Published:2026-06-06

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摘要： 在直播间购买产品时,消费者不仅可以通过实时视频更直观地观察产品的特点和性能,还可以将参照群体的评价和态度视为决策的重要参考。直播情境下的参照群体——实时参照群体,其主要通过弹幕这一数字化的实时表现形式影响消费者对产品的购买行为。然而,现有研究主要关注现实生活、网络社区、在线购物平台下的参照群体,电商直播情境下的实时参照群体如何通过弹幕影响消费者的购买行为仍有待探究。本文通过Python编程爬取抖音平台"交个朋友"直播间22场直播的1064613条弹幕文本数据,从"灰豚数据"平台收集相关产品数据,探究实时参照群体对消费者购买行为的影响及产品类型的调节作用。结果显示,弹幕的差异度、活跃度和情感均与消费者购买行为呈倒U型关系。在实时参照群体的信息性影响下,搜索型产品相较于伪体验型产品和体验型产品增强了这种倒U型关系;而在实时参照群体的规范性影响下,体验型产品相较于搜索型产品和伪体验型产品增强了这种倒U型关系。本文丰富了参照群体的应用场景,拓展了电商直播研究领域的边界,为电商直播运营提供了实践指导。

关键词: 电商直播, 实时参照群体, 弹幕特征, 产品类型

Abstract: When purchasing products in the live streaming room, consumers can not only gain a more intuitive understanding of product characteristics and performance through real-time video, but also consider the evaluation and attitude of the reference group as a crucial factor for decision-making. In the context of live streaming, the real-time reference group primarily influences users' purchase behavior by digitally displaying danmaku comments. Existing studies have predominantly examined reference groups within the context of reality, network communities, and online shopping platforms. However, there is still a need to explore how real-time reference groups during e-commerce live streaming influence consumers' purchasing behavior through danmaku. This study uses Python programming to extract 1,064,613 danmaku text data from 22 live broadcasts of the "Make a Friend" room on the TikTok platform, and collects relevant product data from the "Huitun" platform to explore the influence of real-time reference group on consumers' purchasing behaviors, while considering the moderating role of product types. The results show that the diversity, activeness, and sentiment of danmaku have an inverted U-shaped relationship with consumers' purchasing behavior. In terms of informational influence, search products strengthen this inverted U-shaped relationship compared to pseudo-experience products and experience products. In terms of normative influence, experience products strengthen this inverted U-shaped relationship compared to search products and pseudo-experience products. This study enhances the application scenarios of reference groups, extends the boundaries of research on e-commerce live streaming, and offers practical guidance for operating e-commerce live streaming.

Key words: e-commerce live streaming, real-time reference group, danmaku characteristics, product type