Combination of streamers' product description and viewers' comments: moderating effect of streamer–viewer relationship strength

IF 3.6 3区 管理学 Q2 BUSINESS
Yuhong Peng, Jianwei Ding, Yueyan Zhang
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引用次数: 0

Abstract

Purpose

This study examines the relationship between streamers' product descriptions, customer comments and online sales and focuses on the moderating effect of streamer–viewer relationship strength.

Design/methodology/approach

Between June 2021 and April 2022, the structured data of 965 livestreaming and unstructured text data of 42,956,147 characters from two major live-streaming platforms were collected for the study. Text analysis and regression analysis methods were employed for data analysis.

Findings

First, the authors' analysis reveals an inverted U-shaped relationship between comment length and product sales. Notably, comment volume and comment emotion positively influence product sales. Furthermore, the semantic richness, emotion and readability of streamers' product descriptions also positively influence product sales. Secondly, the authors find that the strength of streamer–viewer relationship weakens the positive effects of comment volume and comment emotion without moderating the inverted U-shaped effect of comment length. Lastly, the strength of streamer–viewer relationship also diminishes the positive effects of emotion, semantics and readability of streamers' product descriptions on product sales.

Originality/value

This study is the first to concurrently examine the direct and interactive effects of user-generated content (UGC) and marketer-generated content (MGC) on consumer purchase behaviors in livestreaming e-commerce, offering a novel perspective on individual decision-making and cue utilization in the social retail context.

流媒体产品描述与观众评论的结合:流媒体与观众关系强度的调节作用
设计/方法/途径2021 年 6 月至 2022 年 4 月期间,本研究从两大直播平台收集了 965 条直播的结构化数据和 42956147 个字符的非结构化文本数据。研究结果首先,作者分析发现评论长度与产品销量之间存在倒 U 型关系。值得注意的是,评论量和评论情感对产品销量有积极影响。此外,流媒体产品描述的语义丰富度、情感和可读性也会对产品销量产生积极影响。其次,作者发现,流媒体与观众关系的强弱会削弱评论量和评论情感的积极影响,但不会调节评论长度的倒 U 型效应。最后,流媒体与观众关系的强弱还削弱了流媒体产品描述的情感、语义和可读性对产品销售的积极影响。 原创性/价值 本研究首次同时考察了用户生成内容(UGC)和营销者生成内容(MGC)对消费者在直播电子商务中的购买行为的直接和互动影响,为社交零售背景下的个人决策和线索利用提供了一个新的视角。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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