{"title":"直播中双主播的非语言交流及其对销售的影响","authors":"Jinghua Liu , Jichang Zhao","doi":"10.1016/j.jretconser.2024.103972","DOIUrl":null,"url":null,"abstract":"<div><p>Dual-anchor live streaming represents a fresh development in the e-commerce arena. Both anchors not only engage in real-time interactions with viewers but also share nonverbal communication cues among themselves. However, the impact of these nonverbal cues on sales remains a fascinating void. In our study, we initially devise metrics for dual-anchor nonverbal communication, encompassing response latency, direct gaze, facial animation, and physical distance, across both auditory and visual dimensions. Utilizing real sales pitches, consisting of video recordings and sales data, we develop econometric models to assess the influence of dual-anchor nonverbal communication on consumer purchasing behavior. We discover that these nonverbal cues significantly affect audience purchasing in an inverted U-shaped pattern. Moreover, the effect of response latency on purchase is negatively moderated by anchors' speech rate. Surprisingly, as external observers, audiences can discern the interpersonal dominance between anchors through these cues, and both exceedingly low and high levels of nonverbal dominance may reduce the anchors' persuasiveness. With well control of streamer-related confounders, our results underscore the pivotal importance of nonverbal communication between dual anchors and identify optimal levels of their nonverbal interactions, providing practical guidelines for live streaming professionals.</p></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":null,"pages":null},"PeriodicalIF":11.0000,"publicationDate":"2024-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Nonverbal communication of dual anchors in live streaming and its effects on sales\",\"authors\":\"Jinghua Liu , Jichang Zhao\",\"doi\":\"10.1016/j.jretconser.2024.103972\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>Dual-anchor live streaming represents a fresh development in the e-commerce arena. Both anchors not only engage in real-time interactions with viewers but also share nonverbal communication cues among themselves. However, the impact of these nonverbal cues on sales remains a fascinating void. In our study, we initially devise metrics for dual-anchor nonverbal communication, encompassing response latency, direct gaze, facial animation, and physical distance, across both auditory and visual dimensions. Utilizing real sales pitches, consisting of video recordings and sales data, we develop econometric models to assess the influence of dual-anchor nonverbal communication on consumer purchasing behavior. We discover that these nonverbal cues significantly affect audience purchasing in an inverted U-shaped pattern. Moreover, the effect of response latency on purchase is negatively moderated by anchors' speech rate. Surprisingly, as external observers, audiences can discern the interpersonal dominance between anchors through these cues, and both exceedingly low and high levels of nonverbal dominance may reduce the anchors' persuasiveness. With well control of streamer-related confounders, our results underscore the pivotal importance of nonverbal communication between dual anchors and identify optimal levels of their nonverbal interactions, providing practical guidelines for live streaming professionals.</p></div>\",\"PeriodicalId\":48399,\"journal\":{\"name\":\"Journal of Retailing and Consumer Services\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":11.0000,\"publicationDate\":\"2024-07-04\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Retailing and Consumer Services\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0969698924002686\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Retailing and Consumer Services","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0969698924002686","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
摘要
双主播直播代表了电子商务领域的新发展。两位主播不仅与观众进行实时互动,还分享彼此间的非语言交流线索。然而,这些非语言暗示对销售的影响仍然是一个令人着迷的空白。在我们的研究中,我们首先设计了双主播非语言沟通的衡量标准,包括反应延迟、直接注视、面部动画和物理距离等,涵盖听觉和视觉两个维度。我们利用由视频录像和销售数据组成的真实销售推销,建立计量经济学模型来评估双锚非语言沟通对消费者购买行为的影响。我们发现,这些非语言暗示会以倒 U 型模式显著影响受众的购买行为。此外,反应延迟对购买行为的影响受主播语速的负向调节。令人惊讶的是,作为外部观察者,受众可以通过这些线索分辨出主播之间的人际优势,而过低和过高的非语言优势都会降低主播的说服力。在很好地控制了流媒体相关混杂因素的情况下,我们的研究结果强调了双主播之间非语言交流的关键重要性,并确定了双主播非语言互动的最佳水平,为流媒体直播专业人员提供了实用指南。
Nonverbal communication of dual anchors in live streaming and its effects on sales
Dual-anchor live streaming represents a fresh development in the e-commerce arena. Both anchors not only engage in real-time interactions with viewers but also share nonverbal communication cues among themselves. However, the impact of these nonverbal cues on sales remains a fascinating void. In our study, we initially devise metrics for dual-anchor nonverbal communication, encompassing response latency, direct gaze, facial animation, and physical distance, across both auditory and visual dimensions. Utilizing real sales pitches, consisting of video recordings and sales data, we develop econometric models to assess the influence of dual-anchor nonverbal communication on consumer purchasing behavior. We discover that these nonverbal cues significantly affect audience purchasing in an inverted U-shaped pattern. Moreover, the effect of response latency on purchase is negatively moderated by anchors' speech rate. Surprisingly, as external observers, audiences can discern the interpersonal dominance between anchors through these cues, and both exceedingly low and high levels of nonverbal dominance may reduce the anchors' persuasiveness. With well control of streamer-related confounders, our results underscore the pivotal importance of nonverbal communication between dual anchors and identify optimal levels of their nonverbal interactions, providing practical guidelines for live streaming professionals.
期刊介绍:
The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are:
Retailing and the sale of goods
The provision of consumer services, including transportation, tourism, and leisure.