摘要
如何正确认识直播间人气、实现直播间流量变现是当前电商直播行业亟待解决的问题。研究通过“2(高水平虚拟社会密度vs.低水平虚拟社会密度)×2(目标驱动型消费者vs.娱乐型消费者)”的组间实验和对实验数据的系统分析,探讨了虚拟社会密度对顾客口碑推荐意愿的影响。研究发现,虚拟社会密度正向影响口碑推荐意愿,顾客满意度在其中发挥中介作用。此外,消费者类型与虚拟社会密度的交互作用对口碑推荐意愿产生影响。目标驱动型消费者面对低水平的虚拟社会密度,会产生较高的顾客满意度和口碑推荐意愿;娱乐型消费者面对高水平虚拟社会密度,顾客满意度较高、口碑推荐意愿更强。
The popularity of live screaming studio and the cash flow of live screaming studio is the key to the success of the current e-commerce live screaming industry.The study investigated how virtual social density affects customers’word-of-mouth recommendation willingness through a 2(high-level virtual social density vs.low-level virtual social density)×2(goal-driven consumers vs.recreational consumers)between-groups experiment and a systematic analysis of the experimental data.The results found that virtual social density positively affects word-of-mouth recommendation intention,with customer satisfaction playing a mediating role.In addition,the interaction between consumer types and virtual social density influences customers’willingness to make word-of-mouth recommendations.Goal-driven consumers experiencing low virtual social density tend to have higher customer satisfaction and are more inclined to recommend products through word of mouth.In contrast,recreational consumers,exposed to high virtual social density,exhibit greater customer satisfaction and stronger willingness to engage in word-of-mouth recommendations.
作者
白琳
张迪
BAI Lin;ZHANG Di(College of Business,Anhui University,Hefei 230601,China)
出处
《大连理工大学学报(社会科学版)》
北大核心
2025年第4期36-44,共9页
Journal of Dalian University of Technology(Social Sciences)
基金
安徽省自然科学基金面上项目“人工智能时代虚拟数字人技术赋能直播电商高质量发展的路径研究”(2308085MG231)。
关键词
电商直播
虚拟社会密度
消费者类型
口碑推荐意愿
E-commerce live streaming
Virtual social density
Consumer types
Word-of-mouth recommendation willingness
