直播营销中沟通风格相似性对购买意愿的作用机制研究

Research on the Influence Mechanism of Communication Style Similarity on Purchase Intention in Live Streaming Marketing

直播营销作为当下热门的营销方式,主要通过主播与用户的线上实时互动沟通实现销售目标,在此背景下,主播沟通风格的选择显得格外重要。本文以相似吸引理论为基本理论框架,结合认知情感系统理论,探讨了主播与用户沟通风格相似性是否及如何影响用户购买意愿。本文通过对619名直播营销受众的问卷调查数据进行实证研究发现:主播与用户沟通风格相似性通过增加用户对主播的准社会互动感知,引发用户观看直播时的沉浸体验,从而提升用户的购买意愿;用户避免模糊性的动机水平(认知闭合需要)对此影响路径具有强化作用,用户的认知闭合需要越高,其观看直播时的沉浸感对购买意愿的影响越明显,主播与用户沟通风格相似性对购买意愿的影响路径也越强。本文丰富了直播营销沟通领域的研究,为直播企业有效调整主播沟通风格、提高用户转化率提供了理论指导。

With the increase of e-commerce traffic cost,live streaming marketing has become a popular marketing mode,which mainly achieves the sales target through the online real-time interaction and communication between broadcasters and users.In this context,the choice of communication styles of broadcasters is particularly important.Although many researchers have proved that it is significant to match the communication style of broadcasters and users,but there is still a lack of relevant empirical research to explore the quantitative relation between the similarity of communication styles and the purchase intention of users.Especially,under the situation of live marketing,there is still a lack of a comprehensive framework to explain the internal mechanism of communication style similarity between broadcasters and users on the purchase intention of users.In this paper,the similarity attraction theory is used as the basic theoretical framework,and the cognitive affective system theory is combined to discuss whether and how the similarity of communication styles between broadcasters and users affects the purchase intention of users.Through the empirical research on the questionnaire survey data of 619 live streaming marketing audiences,this paper finds that:By increasing users’perception of quasi-social interaction,the similarity of communication styles can further trigger users’flow experience,which has a positive impact on the purchase intention of users.Users’motivations of avoiding fuzziness(need of cognitive closure)can reinforce this influence path.The higher the need for cognitive closure,the greater the positive effect of flow experience on purchase intention,and the stronger the influence path of communication style similarity on purchase intention.In terms of theoretical contributions,this study extends the perspective of similarity research to the dimension of communication styles,and extends the scope and content of similarity research.In addition,it broadens the role of cognitive affective system theory in the field of consumer behavior,and provides a relatively systematic explanation framework for how the communication style matching degree of broadcasters and users affects the purchase intention of users in the context of live streaming marketing,which is a powerful supplement to the marketing communication research in the current live streaming context.This paper also provides practical guidance for enterprises to improve the conversion rate of users.First of all,broadcasters should be customer-oriented when conducting live streaming marketing.They should flexibly identify users’communication styles and adjust their own communication styles to match them.Secondly,live streaming platforms and broadcasters should fully stimulate users’perception of quasi-social interaction and immersive experience in the process of watching live streaming,and guide customers to have positive cognitive and emotional experience.Finally,broadcasters can use marketing skills and manipulate the live streaming environment to temporarily improve users’need of cognitive closure,so as to enhance the positive impact of communication style similarity on the purchase intention of users.