Ma Erwei, Liu Jiaojiao, Li Kai
School of Journalism and Communication, Zhengzhou University, Zhengzhou, China.
School of Journalism and Communication, Guangxi University, Nanning, China.
Front Psychol. 2023 Mar 9;14:1109092. doi: 10.3389/fpsyg.2023.1109092. eCollection 2023.
Live streaming e-commerce is an important way for consumers to shop nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of the broadcast room. This paper studies the influence mechanism of anchors' language appeals, rational appeal, and emotional appeal on users' purchase intention. This study establishes a research framework which based on stimulus-organism-response (SOR) theory, and constructs a model to reflect the relationship between anchors language appeals, self-referencing, self-brand congruity, and purchase intention.
Survey using a convenience sample (N = 509) was conducted on Chinese mainland netizens through WJX platform (October 17-23, 2022) to obtain data. The partial least square structural equation modeling (PLS-SEM) method was used for data analysis.
The study found that anchors' language appeals was positively correlated with self-referencing and self-brand congruity, and there is a positive correlation between self-referencing, self-brand congruity, and purchase intention. Self-referencing and self-brand congruity play a mediating effect between anchors language appeals and purchase intention.
This study advances the literature on live streaming e-commerce research and SOR and provides practical implications to influence the strategy of the e-commerce anchors.
直播电商是当下消费者购物的一种重要方式。主播作为直播电商中的销售人员，对直播间的销售情况有很大影响。本文研究主播的语言诉求、理性诉求和情感诉求对用户购买意愿的影响机制。本研究基于刺激-机体-反应（SOR）理论建立了一个研究框架，并构建了一个模型来反映主播语言诉求、自我参照、自我品牌一致性和购买意愿之间的关系。
于2022年10月17日至23日通过问卷星平台对中国大陆网民进行便利抽样调查（N = 509）以获取数据。采用偏最小二乘结构方程建模（PLS-SEM）方法进行数据分析。
研究发现，主播的语言诉求与自我参照和自我品牌一致性呈正相关，自我参照、自我品牌一致性与购买意愿之间也存在正相关。自我参照和自我品牌一致性在主播语言诉求和购买意愿之间起中介作用。
本研究推进了关于直播电商研究和SOR的文献，并为影响电商主播策略提供了实践意义。
