重庆文理学院学报（社会科学版）2025，Vol.44Issue(5)：42-58,17.DOI:10.19493/j.cnki.issn1673-8004.2025.05.004
电商直播模式下用户弹幕交互行为的驱动机制研究
Research on the Driving Mechanisms of Users' Bullet Chat Interaction Behavior in E-commerce Live Streaming Mode
摘要
Abstract
The competition in the e-commerce live streaming industry is becoming increasingly fierce,and stimulating the users'deep engagement has become an important goal pursued by streamers and platforms.With the help of pseudo-social interaction theory and immersion theory,an empirical test was made on the influence of streamers and platforms on the users'bullet chat interaction behavior and its internal mechanism,and by innovatively introducing individual traits,the boundary conditions of the influence were explored.The results show that both streamer and platform feature significantly in promoting users' bullet chat interaction behavior;perceived utilitarian value and perceived hedonic value play a part of mediating role.Online interaction intention positively moderates the relationship of streamer interactivity,streamer attrac-tiveness,and platform interactive environment on users' bullet chat interaction behavior.The research results can provide detailed theoretical and practical guidance for the precise formulation of users' participation strategies for streamers and platforms.关键词
电商直播/弹幕交互行为/主播特征/平台特征/在线交互意愿Key words
e-commerce live streaming/bullet chat interaction behavior/streamer features/platform features/online in-teraction intention分类
管理科学引用本文复制引用
刘晓云,蒋梦瑞,梁坤..电商直播模式下用户弹幕交互行为的驱动机制研究[J].重庆文理学院学报（社会科学版）,2025,44(5):42-58,17.基金项目
安徽省高等学校科学研究项目"大数据驱动的安徽省县域科技创新能力评价研究"(2022AH050047). （2022AH050047）
