消费者更青睐专业主播还是明星主播?——一个被中介的调节作用模型
Are Professional Livestreamers or Celebrity Livestreamers More Favored by Consumers?—A Mediated Moderation Model
张其林 1乌云2
作者信息
- 1. 东北财经大学工商管理学院,大连 116025
- 2. 南京林业大学经济管理学院,南京 210037
- 折叠
摘要
在专业主播和明星主播齐头并进的格局下,本文基于角色理论与 3 项实验考察了两者的差异化带货效果.研究结论表明:专业主播(vs.明星主播)更能够提高消费者购买意愿;产品类型对两者的差异化带货效果具有调节作用,具体来说,对于非明星主播代言的产品,专业主播(vs.明星主播)更能够提高消费者购买意愿,而对于明星主播代言的产品,两类主播对消费者购买意愿的影响不存在显著差异;带货性质也对两者的差异化带货效果具有调节作用,具体来说,在商业性直播带货情境下,专业主播(vs.明星主播)更能够提高消费者购买意愿,而在公益性直播带货情境下,明星主播(vs.专业主播)更能够提高消费者购买意愿;感知匹配性中介了上述两个调节效应.以上结论丰富了直播带货的相关研究,对于社会责任营销也具有一定的推动作用,还为主播改进直播手段和企业、政府用好直播带货提供了更具针对性的实践指导.
Abstract
Based on the role theory and three experiments,this paper investigates the different effects on sales brought by professional livestreamers and celebrity livestreamers,who equally dominate the livestream marketing sector.The results show that professional lives-treamers are better able to increase consumers'purchase intention than celebrity livestreamers.Furthermore,product type moderates the above relationship.Specifically,the relationship is significant for products not endorsed by celebrities and not significant for products en-dorsed by celebrities.In addition,livestream marketing type also moderates the above relationship.Specifically,the relationship is signif-icant for products sold for commercial purpose and not significant for products provided for public welfare.These two moderating effects are mediated by perceived fit.These conclusions not only enrich relevant researches on livestream marketing,but also offer valuable in-sights for social responsibility marketing.Ultimately,our research provides targeted practical guidance for livestreamers to optimize their live-streaming approach,and for governments to improve public welfare live-streaming.
关键词
直播带货/专业主播/明星主播/感知匹配性Key words
livestream marketing/professional livestreamer/celebrity livestreamer/perceived fit引用本文复制引用
出版年
2024
NETL
NSTL
万方数据