图书情报知识 ›› 2025, Vol. 42 ›› Issue (4): 151-162.doi: 10.13366/j.dik.2025.04.151

• 情报、信息与共享 • 上一篇    

主播话术情感对直播电商平台观众购买行为和点赞行为的不对称影响

陈婷1, 陈曦2, 丁宏昊3, 黄晓4, 吴江3   

  1. 1. 湖北经济学院旅游与酒店管理学院，武汉，430205；
    2. 武汉大学测绘遥感信息工程国家重点实验室，武汉，430072；
    3. 武汉大学信息管理学院，武汉，430072；
    4. 华中师范大学信息管理学院，武汉，430079
  • 出版日期:2025-07-10 发布日期:2025-08-16
  • 通讯作者: 吴江（ORCID: 0000-0002-3342-9757），博士，教授，研究方向：商务数据智能、社会网络计算, Email: jiangw@whu.edu.cn。
  • 作者简介:陈婷（ORCID: 0000-0002-1032-3001），博士，讲师，研究方向：直播电商，用户信息行为，Email: ting.chen@hbue.edu.cn；陈曦（ORCID: 0009-0008-8672-2536），硕士研究生，研究方向：数据挖掘、空间大数据关联分析，Email: cn_chenxi@whu.edu.cn；丁宏昊（ORCID: 0009-0001-6284-9849），硕士研究生，研究方向：商务数据智能，Email: 13011604002@163.com；黄晓（ORCID: 0000-0003-1458-4660），博士，讲师，研究方向：在线用户行为、社会仿真，Email: xiaoh@ccnu.edu.cn。
  • 基金资助:
    本文系湖北省教育厅哲学社会科学研究项目“基于大语言模型的直播电商中农产品信息特征识别及其对消费者购买决策的影响机理研究”（24Q105）和国家自然科学基金重点项目“网络视角下乡村产业互联网的数智赋能研究”（72232006）的研究成果之一。

The Asymmetric Effect of Streamer Speech Emotion on Audience Purchasing Behavior and Liking Behavior in Live Streaming E-commerce Platform

CHEN Ting1, CHEN Xi2, DING Honghao3, HUANG Xiao4, WU Jiang3   

  1. 1. School of Tourism and Hospitality Management, Hubei University of Economics, Wuhan, 430205;
    2. State Key Laboratory of Information Engineering in Surveying, Mapping and Remote Sensing, Wuhan University, Wuhan, 430072;
    3. School of Information Management, Wuhan University, Wuhan, 430072;
    4. School of Information Management, Central China Normal University, Wuhan, 430079
  • Online:2025-07-10 Published:2025-08-16
  • Contact: Correspondence should be addressed to WU Jiang, Email: jiangw@whu.edu.cn, ORCID: 0000-0002-3342-9757
  • Supported by:
    This is an outcome of the Philosophy and Social Science Research Project "Research on Feature Identification of Agricultural Product Information in Live Streaming E-commerce based on Large Language Model and Its Influence on Consumers' Purchasing Decision"（24Q105）supported by Department of Education of Hubei Province and the Key Project "Digital Intelligence Empowerment of Rural Industrial Internet from the Perspective of Network"（72232006）supported by National Natural Science Foundation of China.

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摘要： [目的/意义]直播电商背景下，主播话术情感如何影响观众购买行为和点赞行为尚不明确。探究主播话术情感对观众购买行为和点赞行为的不对称影响，有助于主播调整语言情感表达以最大化直播效益。[研究设计/方法]基于情感传染理论及相关文献，构建直播电商平台的主播话术情感对观众购买行为和点赞行为影响的实证模型。然后，利用抖音平台的直播视频数据和灰豚平台的消费数据，结合自然语言处理和负二项回归分析，验证主播话术情感对观众购买行为和点赞行为的影响，并探讨主播影响力的调节作用。[结论/发现]主播话术情感对观众购买行为和点赞行为的影响具有不对称关系，即主播话术情感与购买行为、点赞行为分别呈倒U型关系和线性关系；主播影响力负向调节主播话术情感和点赞行为之间的关系，但对主播话术情感和购买行为之间的关系没有调节作用。[创新/价值]丰富了情感传染理论以及直播电商平台观众行为的研究范畴，为主播的话术交流策略提供了一定的启示。

关键词: 直播电商, 主播话术情感, 情感传染理论, 购买行为, 点赞行为

Abstract: [Purpose/Significance] It is still unclear about how streamer speech emotion influences audiences' purchasing behavior and liking behavior in live streaming shopping environments, exploring the impact of streamer speech emotion on audiences' purchasing behavior and liking behavior is helpful for streamers to adjust their language emotion expression to maximize the benefit of live streaming. [Design/Methodology] Drawing on the emotional contagion theory and related literature, this study constructed a research model to explore how streamer speech emotion influence audience purchasing behavior and liking behavior on live streaming e-commerce platform. Then, using the live video data of TikTok platform and the consumption data of Huitun platform, this paper verified the influence of streamer speech emotion on audience purchasing behavior and liking behavior with the help of natural language processing and negative binomial regression analysis, and discussed the moderating effect of streamer' influence. [Findings/Conclusion] The influence of streamer speech emotion on audience purchasing behavior and liking behavior is asymmetrical, that is, streamer speech emotion exhibits an inverted U-shaped relationship with purchasing behavior and a linear relationship with liking behavior, respectively. Streamer' influence negatively moderates the relationship between streamer speech emotion and liking behavior, but has no moderating effect on the relationship between streamer speech emotion and purchasing behavior. [Originality/Value] Our findings enrich the emotional contagion theory and the research scope of audience behavior on live streaming e-commerce platform, and provide insights for the communication strategy of streamers.

Keywords: Live streaming e-commerce, Streamer speech emotion, Emotional Contagion Theory, Purchasing behavior, Liking behavior

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