直播电商中象征价值评论不一致对购买意愿的影响

Effects of the Inconsistency of Products’Symbolic Value on Purchase Intention in E-commerce Live Streaming

基于自我表达理论,探究直播中主播和观众对产品象征价值的不一致评论对其他消费者购买意愿的影响,以及产品自我表达能力的中介作用和产品类型、消费者感知与主播的社会距离的调节作用。通过3个实验,结果发现:直播环境中产品象征价值评价不一致(反而)能提升消费者的购买意愿;感知到的产品自我表达能力起到中介作用;产品类型和社会距离发挥调节作用,当产品为利基产品时,不一致评价对购买意愿产生正向影响,明星产品则无上述效应;当消费者感知与主播的社会距离较远时,不一致评价的积极效应被强化。

Based on the self-expression theory,this paper explores how the inconsistent evaluations of the symbolic value of products influence consumers’purchase intention in live streaming,as well as the mediating role of perceived self-expression ability of products and the moderating roles of product type,social distance between streamers and viewers.Through three experiments,this paper found inconsistent evaluations of products’symbolic value in live streaming can improve consumers’purchase intention.The perceived self-expression of products mediates the above effect,and product type and social distance moderate the above effect.When it is a niche product,the inconsistent evaluation has a positive effect on consumers’purchase intention,while there is no such effect for star products.When the perceived social distance between streamers and consumers is distant,the positive effect of inconsistent evaluation is amplified.