说服理论视域下直播用户价值共创行为机制

Research on the Mechanism of Value Co-creation of Live Broadcast Users from the Perspective of Persuasion Theory

移动互联时代直播成为商家网络营销的标配,对用户群体的横向吸引和纵向沉淀具有重要作用。为实现交易双方的互惠共赢,从说服视域结合价值感知理论,基于367份直播用户问卷数据探究直播用户价值共创行为机制。结果表明,主播可靠性、信息有用性、情景交互性对直播用户感知实用价值、情感价值和反应行为均有显著正向影响,信息有用性对用户奉献行为影响不显著;感知实用价值更易引起直播用户的反应行为,在直播说服因素与用户反应行为间起中介作用;而感知情感价值能够引起直播用户的反应行为和奉献行为,在直播说服因素与用户反应行为、奉献行为间起中介作用。

In the era of mobile Internet, live broadcasting has become a standard part of business network marketing and plays an important role in horizontal attraction and vertical precipitation of user groups. In order to achieve mutual benefit and win-win situation of both parties, from the perspective of persuasion combined with value perception theory, this paper explores the value co-creation behavior mechanism of livestreaming users based on the questionnaire data of 367 livestreaming users. The results show that anchor reliability, information usefulness and situational interaction have significant positive effects on users’ perceived practical value, emotional value and reaction behavior, while information usefulness has no significant effect on users’ dedication behavior. Perceived practical value is more likely to cause reaction behavior of live broadcast users and plays an intermediary role between persuasion factors of live broadcast and user reaction behavior. However, perceived emotional value can induce reaction behavior and dedication behavior of live broadcast users, and play an intermediary role between persuasion factors of live broadcast and users’ reaction behavior and dedication behavior. Based on the research conclusions, suggestions are put forward for businesses’ live broadcasting strategies.