管理工程学报2025，Vol.39Issue(1)：78-94,17.DOI:10.13587/j.cnki.jieem.2025.01.006
情感越多越好吗?
The more emotion,the better?The two-way effects of live streamers'emotion appeal in live streaming commerce
摘要
Abstract
Live streaming commerce,as a new commercial format that balances entertainment and consumption,is exploding in popularity in recent years.In live streaming commerce,streamers play a key role in helping brands to deliver comprehensive product information,as well as helping consumers get a more realistic feel for the product and facilitating purchase behavior.Emotional appeals is a way in which persuaders use emotions to influence the emotions of others during the persuasion process and thereby change their attitudes and behavior.Emotional appeal is widely used by live streamers and enterprises as a marketing strategy in live streaming commerce.Compared to previous e-commerce marketing,the influence of streamers'emotions on consumer behavior in live commerce is more significant.In order to attract viewers,more and more streamers tend to use highly concentrated or even exaggerated emotional persuasion.However,in live commerce practice,we often see a situation where the streamer has a rousing emotion,while the audience is unmoved and sales are dismal.At the same time,evidence from the theoretical level suggests that although effective emotion persuasion strategies can have a significant impact on individual attitudes,cognition,and decision-making,the direction and effects are complex and difficult to determine directly.Based on the above background,in this study,we want to explore one critical question:does high emotion appeal yield a better marketing effect?To address these questions,this paper uses a combination of real live commerce data and behavioral experiments to investigate the impact of streamers'emotions on consumer behavior in live streaming,both in terms of the outcome and the mechanism of influence. Two studies are conducted in this paper:Study 1 explores the relationship between emotion and purchases through real live commerce data.Specifically,study 1 recorded videos of the live commerce process and transformed them into textual content,and calculate the streamer's emotion in the text.We also capture real consumer purchase data at the minute level to reflect the effectiveness of the marketing.Using text sentiment analysis and negative binomial regression,we found that the relationship between emotion and sales effect is not a positive linear relationship but an inverted U-shaped relationship. To further explore the internal mechanism of this nonlinear relationship,the second study uses behavioral experiments and structural equation methods(SEM)to explore the dual impact of emotional appeal on consumer cognition and attitude and its boundary effect in live marketing.The results reaffirm the inverted U-shaped relationship between perceived streamer emotion and consumer purchase intentions.Besides,the results show that the use of emotional appeal has a positive impact on Consumers'attitudes towards live streamers,thus improving purchase intention.However,the overuse of emotional appeal has a negative impact on consumers'products information recognition.Furthermore,the study investigates the differences in live streaming emotional appeal effects between two product types(Hedonic products vs.Practical products).Compared to practical products,the negative impact of emotional appeal is no longer significant for hedonic products. This study makes three contributions:firstly,it enriches the theoretical research on streamer strategies in live commerce.The linguistic content of the streamer is key to the success of live commerce,and streamer emotion has a crucial impact on consumer behavior.This study deepens the theory of the influence of streamer language content on consumer behavior in live commerce.Secondly,the study uses real data to validate the relationship between the emotions of live streamers and consumer purchase behavior,It remedies the limitations of existing research in the field of emotional marketing effectiveness,which is mostly based on questionnaires and lacks theoretical research based on real data for validation.Finally,it investigates the dual influence and boundaries of live streamer emotion appeal on consumers'purchasing behavior and willingness,enriching the relevant theories on emotional appeal.关键词
直播商务/主播情感/产品信息识别/主播态度/购买意愿Key words
live streaming commerce/live streamer emotion/product information recognition/Consumers'attitudes towards livestreamers/purchase intention引用本文复制引用
霍佳乐,郝辽钢,彭宇泓,张悦言..情感越多越好吗?[J].管理工程学报,2025,39(1):78-94,17.基金项目
国家自然科学基金项目(72172129) The National Natural Science Foundation of China(72172129) （72172129）
