观众-流媒体-内容一致性对虚拟流媒体用户行为意向的影响:角色扮演的调节作用

IF 5.9 3区 管理学 Q1 BUSINESS
Yuangao Chen, Luonan Li, Wangyue Zhou
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引用次数: 0

摘要

虚拟流媒体是一种新颖而独特的直播形式,近年来引起了学术界的广泛关注。然而,很少有研究关注影响虚拟流媒体用户行为意图的因素。基于一致性理论和戏剧理论,本研究探讨了一致性的三个维度,即主播的角色-直播内容一致性(PC)、观众的兴趣-直播内容一致性(IC)和观众的价值-主播的价值一致性(VE)对沉浸感、态度和用户行为意图的影响,以及角色扮演能力的调节作用。研究模型采用文献分析和半结构化访谈相结合的方法建立,实证研究基于虚拟流媒体用户的调查数据。结果表明,IC和VE对用户沉浸感有正向影响,沉浸感又对用户态度和行为意向有正向影响。此外,虚拟主播的角色扮演能力正向调节IC与沉浸感的关系,而负向调节PC与沉浸感的关系。本研究提供了虚拟流媒体的理论见解,并对从业者提供管理启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Impact of viewer-streamer-content congruence on users’ behavioral intention in virtual streaming: The moderating effect of role-playing
Virtual streaming, a novel and distinctive form of live streaming, has recently attracted considerable scholarly attention. However, few studies have focused on the elements that influence user behavioral intentions in virtual streaming. Based on consistency theory and dramaturgical theory, this study explores the impact of three dimensions of consistency, namely, streamer’s persona-live content congruence (PC), viewer’s interest-live content congruence (IC), and viewer’s value-streamer’s value congruence (VE), on immersion, attitude, and user behavioral intentions, as well as the moderating effect of role-playing ability. The research model is built combining literature analysis and semi-structured interviews, while empirical research is conducted based on the survey data of virtual streaming users. The results indicate that IC and VE exert a positive effect on users’ immersion, which in turn positively affects their attitude and behavioral intentions. Furthermore, the role-playing ability of virtual streamers positively moderates the relationship between IC and immersion, whereas it negatively moderates the relationship between PC and immersion. This study provides theoretical insights on virtual streaming and contributes managerial implications for practitioners.
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来源期刊
Electronic Commerce Research and Applications
Electronic Commerce Research and Applications 工程技术-计算机:跨学科应用
CiteScore
10.10
自引率
8.30%
发文量
97
审稿时长
63 days
期刊介绍: Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.
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