摘要
作为社交媒介生态中的电子商务新模式,直播带货对生产、生活与消费有显著影响。与传统网购的垂直性浏览购物体验相比,直播间观众与带货主播具有高度互动性。大学生观看直播易受主播影响发生购买行为,而后又自责、后悔等,即冲动性消费。本文以SOR理论为框架,结合符号学及感知交互性相关原理,对典型带货直播场景的互动行为进行观察与分析,对大学生展开问卷调查;研究发现:带货主播的语言符号与非语言符号对大学生冲动性消费无直接影响,而感知交互性在两者之间起多重中介作用。
As a new e-commerce model in the social media ecosystem,live-streaming with goods significantly impacts production,life,and consumption.Compared to the vertical browsing shopping experience of traditional online shopping,the live-streaming audience is highly interactive with the product-selling anchor.College students watching live streaming are susceptible to purchase behavior influenced by the anchor,followed by remorse and regret,i.e.,impulsive consumption.This study uses SOR theory as a framework,combines the semiotic principle and perceived interactivity,selects typical live deliver scenes of online interactive analysis,and conducts a questionnaire survey with university students.The research shows that verbal and non-verbal signs of the on-air hosts have no direct influence on university students impulsive consumption.At the same time,perceived interactivity plays multiple mediating roles between them.
作者
万婧
陈盛晖
WAN Jing;CHEN Shenghui
出处
《传媒经济与管理研究》
2023年第1期172-196,共25页
Media Economics and Management Research
基金
国家社科基金青年项目“西方涉疆舆论的议题设置、扩散机制与应对策略研究”(编号:21CXW024)。
关键词
网络直播
带货主播
大学生
冲动性消费
感知交互性
Webcast
Product-selling Anchor
College Students
Impulsive Consumption
Perceive Interactivity
