电商直播情境下即时评论信息特性对顾客粘性的影响研究——基于情绪认知理论

Research on the Impact of Moment⁃to⁃Moment Comment Information Characteristics on Customer Stickiness in E⁃commerce Livestreaming:Based on the Cognitive Theory of Emotion

在电商直播竞争激烈的背景下,如何留住顾客已成为其获取长期收益的主要难题,但现有研究聚焦于短期顾客行为的探讨,关于顾客粘性的探索十分匮乏。并且,现有研究大多分析了主播对顾客的影响,但顾客也会通过弹幕功能发布“即时评论信息”,并对其他顾客产生重要影响。同时,相关研究探索了顾客认知因素的作用,顾客的情绪反应仍有待进一步讨论。因此,本文运用质性研究方法,识别出电商直播情境下即时评论信息包含同步性、诊断性、娱乐性、契合性和创新性这五种信息特性;进而以情绪认知理论为基础,构建“即时评论信息特性→情绪反应→顾客粘性”研究模型,揭示即时评论信息特性对顾客粘性的影响及其内在机理,为电商直播留住顾客提供实践启示。

In the fiercely competitive e⁃commerce live streaming industry,retaining customers has become a major challenge in order to secure long⁃term revenue.Therefore,exploring customer stickiness is particularly important.Most existing studies have focused on cus⁃tomers’purchase intentions and behaviors,extensively analyzing the role of anchors as sources of information.However,in e⁃commerce live streaming,customers also serve as sources of information and post moment⁃to⁃moment comments through bullet screens,which in turn affects customer stickiness.First,this study utilizes qualitative research to identify five characteristics of moment⁃to⁃moment comment infor⁃mation based on the hierarchy of information needs.These characteristics include synchronicity,diagnosticity,entertainment,relevancy,and innovativeness.Measurement scales are then developed to assess these characteristics.Based on the cognitive theory of emotion,a re⁃search model is constructed to examine the evolution path of“moment⁃to⁃moment comment information characteristics→emotional reaction→customer stickiness”,and an empirical research is made to reveal the mechanism of how moment⁃to⁃moment comment information char⁃acteristics influence customer stickiness.This provides practical insights for retaining customers in e⁃commerce live streaming.