直播电商在线服务失败影响消费者负面口碑评价的复合机制

Compound Mechanism of Online Service Failure of Live Streaming E-Commerce Affecting Consumers' Negative Word-of-Mouth Evaluation

在社交新零售日渐盛行的当下,直播营销在创造需求的同时也产生了诸多消极影响。以往有关研究主要侧重于行业监管与公共传播等问题,但对直播电商在线服务失败的负面口碑溢出效应关注不足,并且缺乏完善的解释机制模型。基于此,本文旨在探究直播电商在线服务失败对消费者负面口碑评价的作用机制及边界条件。三个实验结果表明:直播电商道德主导型服务失败容易激发消费者的报复性负面口碑,功能主导型服务失败更容易激发消费者的寻求支持性负面口碑;直播电商在线服务失败引发消费者负面口碑评价存在双重中介机制,即心理契约违背和角色一致性感知共同中介直播电商在线服务失败对消费者负面口碑评价的影响;直播平台类型会对心理契约违背与角色一致性感知的共同中介效应起调节作用,进而影响消费者负面口碑评价。研究结论丰富了有关直播营销和在线服务失败的理论研究框架,为直播电商服务失败管理提供了实践指导。

With the growing popularity of the new retailing mode on social media,livestreaming marketing not only creates demand,but also produces many negative effects.Previous studies mainly focused on issues such as industry regulation and public communication,but paid insufficient attention to the negative word-of-mouth spillover effect of online service failure of live streaming e-commerce,and lacked a perfect explanation mechanism model.Based on this,this paper aims to explore the mechanism and boundary conditions of online service failure of live streaming e-commerce affecting consumers' negative WOM evaluation.Findings of three experiments are as follows:The failure of morality-led live streaming e-commerce service is likely to stimulate consumers' retaliatory negative word of mouth,while the failure of function-led service is more likely to stimulate the seeking of supportive negative word of mouth;there is a dual mediating mechanism for the negative WOM evaluation of consumers caused by the failure of online service of live streaming e-commerce,namely,psychological contract violation and role consistency perception jointly mediate the impact of online service failure of live streaming e-commerce on negative WOM evaluation of consumers;the type of live streaming platform can moderate the common mediating effect of psychological contract violation and role consistency perception,which in turn affects the negative WOM evaluation.The conclusion enriches the theoretical research framework of live streaming marketing and online service failure,and provides practical guidance for live broadcast e-commerce service failure management.