主播语言策略对产品销售的影响机制

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-03-23 DOI:10.1016/j.jretconser.2025.104291

Xiangyang Ma , Jiawen Ren , Xianghui Khor , Ruina Wang , Tieshan Li , Xiaoping Lang

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引用次数: 0

摘要

近年来，电子商务直播经历了快速增长。本研究借鉴Hovland的说服理论和亚里士多德的修辞理论，将主播的说服语言策略分为奖励与夸张、奖励与逻辑、奖励与情感、可信度与夸张、可信度与逻辑、可信度与情感六种类型。通过文本分析和统计建模，结果表明“奖励与夸张”和“可信度与夸张”对销售有积极影响，而“可信度与逻辑”对销售有消极影响。研究进一步发现，大多数语言策略与销售之间的关系都是客户参与的中介作用，而电子口碑（eom）则放大了客户参与对销售的影响。该研究丰富了在线直播电子商务中说服性语言使用的理论见解，并为旨在优化参与度和提高销售业绩的主播提供了实用建议。

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Influencing mechanisms of live streamer's language strategies on product sales

Live-streaming e-commerce has experienced rapid growth in recent years. Drawing on Hovland's persuasion theory and Aristotle's rhetorical theory, this study categorizes streamers' persuasive linguistic strategies into six types: rewards and exaggeration, rewards and logic, rewards and emotion, credibility and exaggeration, credibility and logic, and credibility and emotion. Through text analysis and statistical modeling, the results show that "rewards and exaggeration," and "credibility and exaggeration," positively influence sales, while "credibility and logic" has a negative impact on sales. The study further finds that customer engagement mediates the relationship between most linguistic strategies and sales, while electronic word-of-mouth (eWOM) amplifies the influence of customer engagement on sales. This research enriches theoretical insights into persuasive language use in live-streaming e-commerce and provides practical recommendations for streamers aiming to optimize engagement and boost sales performance.

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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.