摘要
直播电商是新兴的互动型数字营销模式,近年来市场规模增长显著,积累了大量互联网用户。然而,随着直播电商市场的持续发展,直播间销售效率低的问题普遍存在。弹幕作为直播活动中被广泛使用的实时交互工具,在电商直播中得到充分运用,并对用户体验和用户行为具有重要影响,但电商直播中的弹幕互动特征对销售效率的影响效果尚待研究。依据互动仪式链理论和使用与满足理论,探究电商直播中弹幕互动特征对直播销售效率的影响,结合主播粉丝数和直播间商品集中度两个关键要素进一步探讨这种影响的边界条件。基于抖音平台2020年8月至11月的44503场真实直播数据,从用户-主播和用户-用户视角将弹幕互动特征进行分类。结合基于词典的情感倾向分析,对弹幕文本和商品销量等相关数据展开研究,探究弹幕互动特征对直播中商品销售效率的影响及其调节机制。研究结果表明,信息需求、心理依恋、情感倾向和群体狂欢4项弹幕互动特征均对直播销售效率有正向影响,主播粉丝数在信息需求和心理依恋与直播销售效率的关系中起负向调节作用,商品集中度在信息需求和情感倾向与直播销售效率的关系中起正向调节作用、在心理依恋与直播销售效率的关系中起负向调节作用。研究结果揭示了在直播电商情景下弹幕互动特征对直播销售效率的影响及其边界条件,丰富了弹幕在直播电商领域,尤其是从互动特征视角展开的相关研究,拓展了互动仪式链理论和使用与满足理论在直播电商领域的应用范围,为研究电商直播的销售效率问题提供了新的理论依据,为企业提升电商直播销售效率和优化弹幕应用策略提供了积极的管理启示和理论指导。
E-commerce live streaming is a burgeoning interactive digital marketing model that has witnessed significant market growth in recent years,garnering a massive user base from the internet.However,as the live-streaming e-commerce market continues to evolve,a prevailing issue of low sales efficiency in live-streaming rooms remains widespread.Danmaku,widely utilized as a real-time interactive tool during live events,plays a pivotal role in shaping user experience and behavior within the live-streaming e-commerce ecosystem.Nonetheless,existing study on the impact of danmaku interactive characteristics on sales efficiency in e-commerce live streaming remains inconclusive.Based on the interaction ritual chain theory and the uses and gratifications theory,this study delves into the influence of danmaku interactions on sales efficiency in the e-commerce live streaming domain.Moreover,it further explores the boundary conditions of this impact by examining two key factors:the host′s fan base and the concentration of products in the live-streaming room.To ensure robust findings,authentic data from 44,503 live-streaming sessions on the Douyin platform between August 2020 and November 2020 are leveraged for analysis.The study categorizes danmaku interactive characteristics from both the user-host and user-user perspectives.Additionally,the study employs sentiment analysis based on dictionaries to gauge the emotional tone of danmaku comments.Correlating danmaku data with relevant sales data,the study explores the effects of danmaku interactions on product sales efficiency in live-streaming e-commerce and the underlying moderating effect.The study findings demonstrate that all four identified danmaku interactive characteristics—information needs,psychological attachment,emotional tendency and group carnival—positively impact sales efficiency.Furthermore,the host′s fan base is found to act as a moderator,negatively influencing the relationship between information needs,psychological attachment with sales efficiency.The concentration of products positively moderates the relationship between information needs and emotional tendency with sales efficiency,while it negatively moderates the relationship between psychological attachment and sales efficiency.Conclusions shed light on the influence of danmaku interactions on sales efficiency and the contextual constraints within the e-commerce live streaming environment.This enriches the existing study on danmaku,particularly from the perspective of interactive characteristics.Furthermore,the study expands the application scope of the interaction ritual chain theory and uses and gratifications theory in the e-commerce live streaming domain,providing novel theoretical underpinnings for studying sales efficiency in this dynamic market.This study also provides valuable managerial insights and theoretical guidance for enterprises seeking to enhance their e-commerce live streaming,sales efficiency and optimize strategies concerning danmaku application.
作者
张良波
任际范
周晶晶
吴欣宇
ZHANG Liangbo;REN Jifan;ZHOU Jingjing;WU Xinyu(School of Economics and Management,Harbin Institute of Technology(Shenzhen),Shenzhen 518055,China)
出处
《管理科学》
CSSCI
北大核心
2023年第4期17-29,共13页
Journal of Management Science
基金
国家自然科学基金(71831005)
深圳市人文社会科学重点研究基地项目(KP191001)
教育部高等教育司产学合作协同育人项目(202002311029)
关键词
电商直播
弹幕互动特征
直播销售效率
情感分析
e-commerce live-streaming
danmaku interaction characteristic
live-streaming sales efficiency
sentiment analysis
