了解直播者的外表和能力对消费者购买行为的影响：跨文化实证研究

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-08-07 DOI:10.1016/j.jretconser.2024.104031

Zerong Wang , Zeen Wang , Denisa Rinprasertmeechai , Saechoen Worawan

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引用次数: 0

摘要

本研究旨在探究在不同文化背景下，流媒体的吸引力对消费者购买行为的综合影响机制。我们通过预调查确认了斗鱼和嘀嗒拼车用户的文化差异，然后收集了两个平台的视频直播数据和观众行为数据。基于阐述可能性模型框架，本研究揭示了外观吸引力和能力吸引力对购买行为的积极影响。有趣的是，这两种吸引力在东方文化群体中表现出替代关系，而在西方文化中则是互补关系。研究结果凸显了流媒体吸引力对消费者购买行为的复杂影响，强调了跨文化分析对理解数字零售业消费者行为的重要性。

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Understanding the effects of live streamers’ appearance and abilities in shaping consumer purchase: A cross-cultural empirical research

This research aims to investigate the comprehensive mechanism of streamers' attractiveness on consumer purchases in diverse cultural contexts. We confirmed the cultural differences between Douyin's and Tiktok shop's users through a pre-survey, and then collected live video data and viewer behavioral data from the two platforms. Based on the elaboration likelihood model framework, this research reveals that both appearance attractiveness and abilities attractiveness have positive effects on purchase behavior. Intriguingly, two types of attractiveness exhibit a substitutive relationship in Eastern cultural group, whereas they are complementary in Western cultures. Findings highlighted the complex impacts of streamers' attractiveness on consumer purchases, emphasizing the importance of cross-cultural analysis to comprehend consumer behavior in digital retail.

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

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.