信息源特性视角下网红直播对受众虚拟礼物消费意愿的影响

Influence of Network Celebrity Live Broadcast on Consumers’ Virtual Gift Consumption from the Perspective of Information Source Characteristics

虚拟礼物消费作为直播平台和网红的重要收入来源越来越受到学界和业界的关注。本研究构建了网红直播对受众虚拟礼物消费影响的理论框架。研究一通过Python爬虫弹幕定量分析,验证了受众虚拟礼物消费主要受到直播网红可信性、娱乐性、专业性、有用性、互动性、技能性和吸引力七大特性的影响。研究二借助感性理性双系统理论,通过结构方程模型验证了情感依赖、感知面子威胁和关系规范感知在直播网红信息源特性对虚拟礼物消费影响中起中介作用。本研究旨在为直播平台企业提供决策支持,具有重要的理论意义和实际应用价值。

As an important revenue source of live broadcast platform and network celebrity,virtual gift consumption has attracted more and more attention of academia and enterprises. This study constructs a theoretical framework of the influence of online celebrity live broadcast on the virtual gift consumption of the audience. Through qualitative research and quantitative analysis of Python reptile barrage,study 1 summarizes and verifies that the audience’s virtual gift consumption is mainly influenced by seven characteristics of the live network,namely,credibility,professionalism,interactivity,usefulness,entertainment,skill and attraction. In Study 2,with the help of the two-way theory of emotional cognition,structural equation model is used to verify that emotional dependence,perceived face threat and relationship specification perception play an intermediary role in the influence of the network celebrity information source characteristics of the live broadcast on the consumption of virtual gifts. This study has important theoretical significance and practical application value as it is intended to provide decision support for corporate celebrity marketing.