“任务-社会”视角下的电商直播间氛围线索依恋效应研究

Research on the Attachment Effect of Atmospheric Clues in E-Commerce Live Streaming Room Based on “Task-Social” Perspective

基于“任务-社会”氛围线索框架,利用模糊集定性比较分析(fsQCA)方法,检验任务线索(信息线索、情感线索、主播任务角色)和社会线索(弹幕活跃度、社会拥挤、主播社会联系)对直播间依恋(直播间认同、直播间依赖)的组态效应,旨在探索电商直播持续发展的新方向。研究发现:存在9条引发直播间依赖的等效路径,且呈现热销氛围下的情感驱动型、互动氛围下的信息-情感双驱动型和主播引导下的信息-情感双驱动型3种构型,以及引发直播间认同的1条路径和1种构型(全线索并驱型);任务线索间、社会线索间以及二者之间均存在替代关系。

Based on the framework of“task-social”atmospheric cues,fuzzy-set qualitative comparative analysis(fsQCA) method was utilized to examine the configuration effects of task cues(informational cues,emotional cues and anchor task roles) and social cues(danmaku activeness,social crowding and anchor social connections) on live streaming room attachment(live streaming room identity,live streaming room dependence),aiming to explore the new direction for the sustainable development of e-commerce live streaming.This study found that there were 9 equivalent paths triggering live streaming room dependence which could be divided into 3 configurations,including emotion-driven in a hot selling atmosphere,information-emotion dual-driven in interactive atmosphere,and information-emotion dual-driven under the guidance of the anchors,as well as 1 path and 1 configuration(all-cue concurrently-driven) triggering live streaming room identity.Besides,there were substitution relationships among task cues,social cues,and both of them.