电子商务虚拟直播社交对消费者体验价值的影响——基于中国电子商务直播间的实证研究

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-02-01 DOI:10.1108/jrim-09-2022-0265

Ruijuan Wu, Jingjing Liu, Shuai Chen, Xing Tong

{"title":"电子商务虚拟直播社交对消费者体验价值的影响——基于中国电子商务直播间的实证研究","authors":"Ruijuan Wu, Jingjing Liu, Shuai Chen, Xing Tong","doi":"10.1108/jrim-09-2022-0265","DOIUrl":null,"url":null,"abstract":"PurposeThe objective of this study was to examine how high-social and low-social virtual live streamers affect consumers' experiential value (utilitarian value and hedonic value) and the mechanism and boundary conditions behind the effect.Design/methodology/approachThe research consisted of four laboratory experiments.FindingsThe results showed that socialness has a positive significant effect on experiential value. Social presence mediated the effect of socialness on utilitarian value and hedonic value. In the relationship between socialness and experiential value, the moderating effects of communication style and situation were significant.Practical implicationsThis study provides managerial implications for online stores about the use of virtual live streamers.Originality/valueThe finding of this paper extends the literature on virtual humans or avatars, enriches the literature on the characteristics of virtual humans and tests the explanatory power of social response theory.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":9.6000,"publicationDate":"2023-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"The effect of E-commerce virtual live streamer socialness on consumers' experiential value: an empirical study based on Chinese E-commerce live streaming studios\",\"authors\":\"Ruijuan Wu, Jingjing Liu, Shuai Chen, Xing Tong\",\"doi\":\"10.1108/jrim-09-2022-0265\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"PurposeThe objective of this study was to examine how high-social and low-social virtual live streamers affect consumers' experiential value (utilitarian value and hedonic value) and the mechanism and boundary conditions behind the effect.Design/methodology/approachThe research consisted of four laboratory experiments.FindingsThe results showed that socialness has a positive significant effect on experiential value. Social presence mediated the effect of socialness on utilitarian value and hedonic value. In the relationship between socialness and experiential value, the moderating effects of communication style and situation were significant.Practical implicationsThis study provides managerial implications for online stores about the use of virtual live streamers.Originality/valueThe finding of this paper extends the literature on virtual humans or avatars, enriches the literature on the characteristics of virtual humans and tests the explanatory power of social response theory.\",\"PeriodicalId\":47116,\"journal\":{\"name\":\"Journal of Research in Interactive Marketing\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":9.6000,\"publicationDate\":\"2023-02-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Research in Interactive Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jrim-09-2022-0265\",\"RegionNum\":2,\"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 Research in Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jrim-09-2022-0265","RegionNum":2,"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: 1

摘要

目的本研究的目的是考察高社交和低社交虚拟直播如何影响消费者的体验价值（功利价值和享乐价值），以及这种影响背后的机制和边界条件。设计/方法论/方法这项研究由四个实验室实验组成。结果表明，社会性对体验价值具有显著的正向影响。社会存在介导了社会性对功利价值和享乐价值的影响。在社会性与体验价值的关系中，交际方式和情境的调节作用显著。实际含义本研究为在线商店提供了关于使用虚拟直播带的管理含义。原创性/价值本文的发现扩展了关于虚拟人或化身的文献，丰富了关于虚拟人类特征的文献，并检验了社会反应理论的解释力。

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

The effect of E-commerce virtual live streamer socialness on consumers' experiential value: an empirical study based on Chinese E-commerce live streaming studios

PurposeThe objective of this study was to examine how high-social and low-social virtual live streamers affect consumers' experiential value (utilitarian value and hedonic value) and the mechanism and boundary conditions behind the effect.Design/methodology/approachThe research consisted of four laboratory experiments.FindingsThe results showed that socialness has a positive significant effect on experiential value. Social presence mediated the effect of socialness on utilitarian value and hedonic value. In the relationship between socialness and experiential value, the moderating effects of communication style and situation were significant.Practical implicationsThis study provides managerial implications for online stores about the use of virtual live streamers.Originality/valueThe finding of this paper extends the literature on virtual humans or avatars, enriches the literature on the characteristics of virtual humans and tests the explanatory power of social response theory.

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

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.