研究情感如何影响在线受众留存：来自直播电子商务平台的经验证据

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management Pub Date : 2024-08-30 DOI:10.1016/j.im.2024.104031

{"title":"研究情感如何影响在线受众留存：来自直播电子商务平台的经验证据","authors":"","doi":"10.1016/j.im.2024.104031","DOIUrl":null,"url":null,"abstract":"<div><p>The retention of audiences has become a pressing issue in the paradigm of livestreaming electronic commerce. Embracing the cognitive appraisal theory of emotions, this study develops a research model to gauge the relationship between emotion and audience retention. The results from 1,218,692 bullet comments from 491,348 users in 946 livestreaming sessions indicate that users’ valence and arousal affect retention positively, while the two dimensions of streamers’ emotions exert impacts in opposite directions. We further discover that intimacy has significant moderating effects in the research model. These findings emphasize the importance of understanding emotional dynamics in LSE in promoting audience retention.</p></div>","PeriodicalId":56291,"journal":{"name":"Information & Management","volume":null,"pages":null},"PeriodicalIF":8.2000,"publicationDate":"2024-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Examining how emotions affect online audience retention: Empirical evidence from livestreaming electronic commerce platforms\",\"authors\":\"\",\"doi\":\"10.1016/j.im.2024.104031\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>The retention of audiences has become a pressing issue in the paradigm of livestreaming electronic commerce. Embracing the cognitive appraisal theory of emotions, this study develops a research model to gauge the relationship between emotion and audience retention. The results from 1,218,692 bullet comments from 491,348 users in 946 livestreaming sessions indicate that users’ valence and arousal affect retention positively, while the two dimensions of streamers’ emotions exert impacts in opposite directions. We further discover that intimacy has significant moderating effects in the research model. These findings emphasize the importance of understanding emotional dynamics in LSE in promoting audience retention.</p></div>\",\"PeriodicalId\":56291,\"journal\":{\"name\":\"Information & Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":8.2000,\"publicationDate\":\"2024-08-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Information & Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0378720624001137\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"COMPUTER SCIENCE, INFORMATION SYSTEMS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Information & Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0378720624001137","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMPUTER SCIENCE, INFORMATION SYSTEMS","Score":null,"Total":0}

引用次数: 0

摘要

在直播电子商务模式下，如何留住受众已成为一个亟待解决的问题。本研究采用情感认知评价理论，建立了一个衡量情感与观众留存之间关系的研究模型。从 946 场直播中 491,348 位用户的 1,218,692 条弹幕评论中得出的结果表明，用户的情绪和唤醒对留存率有积极影响，而直播者情绪的两个维度则产生了相反的影响。我们进一步发现，亲密关系在研究模型中具有显著的调节作用。这些发现强调了了解 LSE 中的情绪动态对促进观众留存的重要性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Examining how emotions affect online audience retention: Empirical evidence from livestreaming electronic commerce platforms

The retention of audiences has become a pressing issue in the paradigm of livestreaming electronic commerce. Embracing the cognitive appraisal theory of emotions, this study develops a research model to gauge the relationship between emotion and audience retention. The results from 1,218,692 bullet comments from 491,348 users in 946 livestreaming sessions indicate that users’ valence and arousal affect retention positively, while the two dimensions of streamers’ emotions exert impacts in opposite directions. We further discover that intimacy has significant moderating effects in the research model. These findings emphasize the importance of understanding emotional dynamics in LSE in promoting audience retention.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Information & Management 工程技术-计算机：信息系统

CiteScore

17.90

自引率

6.10%

发文量

123

审稿时长

1 months

期刊介绍： Information & Management is a publication that caters to researchers in the field of information systems as well as managers, professionals, administrators, and senior executives involved in designing, implementing, and managing Information Systems Applications.