直播带货产品失败事件中的顾客感知可控性与报复欲望——准浪漫关系的调节效应

Perceived Controllability and Customer Revenge Desire Regarding Product Failures in E-commerce Livestreaming——the Moderating Role of Para-social Romantic Relationship

随着电商直播带货模式的快速发展,直播带货中的产品失败事件频发。社交媒体环境下顾客针对直播带货产品失败事件的报复,极易给主播和企业带来舆论危机,有效弱化顾客报复欲望、抵减事件负面影响成为主播和企业面临的重要管理问题。通过问卷调查和实验,考察直播带货产品失败事件中顾客与主播间准浪漫关系在感知可控性与报复欲望间的调节作用。研究发现,顾客感知可控性越强(即认为主播对产品失败事件负主要责任),其对主播的报复欲望越强;准浪漫关系能产生“由爱生恨”的调节效应,强化感知可控性对报复欲望的正向影响。可见,在直播带货情境下,主播与异性顾客之间独特的强关系即准浪漫关系(虚拟、单方面、恋爱似的亲密关系),不仅不一定能够帮助企业弱化直播带货产品失败事件的负面影响,反而有可能强化这种负面影响,这与传统的客户关系管理观点是不同的。鉴于直播带货情境下顾客与主播之间的强关系(准浪漫关系)并非总能带来积极结果,为做好直播带货产品失败情境下的危机管理,需要主播从源头上把控产品品质,这是规避产品失败事件与顾客报复欲望的最佳策略。而产品失败事件一旦发生,为避免顾客“由爱生恨”造成负面影响,需要特别关注那些与主播具有强准浪漫关系的异性顾客并进行有效安抚。

With the rapid development of e-commerce livestreaming in China,the product failure incidents in livestreaming have also been frequently disclosed by social media.In the context of social media,customers’ revenge desire toward product failure can incur public opinion crisis to the anchor and the corresponding firms.Accordingly,how to manage customers’ revenge desire and mitigate the negative outcomes of product failures become important management issues for anchors and firms.With the help of questionnaire and experiment,the authors carry out study on the moderating role of para-social romantic relationship(PSRR)between perceived controllability and customer revenge desire regarding product failures in e-commerce livestreaming.It is found that:customers with stronger perceived controllability have stronger revenge desire;and PSRR plays a“turn-loveinto-hate”moderating role between perceived controllability and revenge desire,and strengthens the positive effect of perceived controllability on customer revenge desire.We can see that the unique strong relationship between anchors and their opposite-sex customers—the para-social romantic relationship(PSRR,imaginary romantic relationship)—could not help anchors and firms to mitigate the negative outcomes of product failures.On the contrary,it can amplify the negative outcomes,which is different from the views of traditional CRM.Because the strong relation(PSRR relation)between customers and anchors can not always bring us with positive result,to do a better job in crisis management regarding product failures in e-commerce livestreaming,the anchors should effectively control product quality from the beginning,which is the best strategy to avoid product failure and customers’ revenge desire.And once product failure occurred,the anchors should pay special attention to those opposite-sex customers who have developed strong PSRR with him/her to prevent the negative effect brought by“turn-love-into-hate”.