重庆科技学院学报（社会科学版）Issue(4)：1-13,13.DOI:10.19406/j.issn.2097-4523.2024.04.001
电商直播中主播互动性、感知价值与用户参与行为
Interactivity,Perceived Value,and User Engagement of E-commerce Live Streaming Anchors:A Perspective Based on the SOR Theory
摘要
Abstract
With the rapid development of social media platforms,live sales have become an integral part of e-commerce.However,the defining characteristic of e-commerce live streaming lies in real-time interaction,and how effective interaction can lead to better live streaming outcomes,especially the mechanisms through which different types of anchor interactions affect user engagement behaviors,remains unclear.This study,grounded on the SOR model,employs Python to collect authentic live streaming data.It investigates the influence of task-oriented and relationship-oriented interactions on different user engagement behaviors(including online viewing,likes,and comments)and examines the mediating role of perceived value(including perceived information value and perceived entertainment value).It is found that task-oriented interactions affect user comments significantly but not so significant on user online viewing and likes.In contrast,relationship-oriented interactions have a significant impact on all dependent variables.Furthermore,perceived informational value and perceived entertainment value,acting as mediating variables,partially mediate the relationship between anchor interactions and user engagement behaviors.This study expands the application scope of SOR theory,enriches the research on user engagement behaviors in e-commerce live streaming,and deepens the understanding of perceived value in e-commerce live streaming,providing valuable insights for enhancing anchor interaction strategies and optimizing live streaming outcomes.关键词
电商直播/主播互动性/用户参与行为/SOR理论/感知价值Key words
e-commerce live streaming/anchor interactivity/user engagement behaviors/SOR theory/perceived value分类
管理科学引用本文复制引用
赵洁,高佳艺..电商直播中主播互动性、感知价值与用户参与行为[J].重庆科技学院学报（社会科学版）,2024,(4):1-13,13.基金项目
安徽省哲学社会科学规划项目"社交网络背景下的电商用户行为研究"(AHSKY2021D15). （AHSKY2021D15）
