工商管理学院知识库

  随着互联网与5G技术的高速发展以及我国消费需求的升级，“直播+”经济方兴未艾，在此基础上衍生的直播电商因其即时性、立体性、便捷性等优势迅速走红，成为当下司空见惯的购物形式。较之于以往电商模式中消费者所处的“孤岛”状态，直播电商模式与之最显著的差异就是重新将“人”这一元素纳入在线消费情境，为消费者营造一种真实的、与他人同时购物的“群岛”环境，并为消费者带来身临其境的购物体验。社会临场感作为个体身临其境的具象表现，在直播电商情境下对消费者情感和行为的解读还处于初始阶段，因此探索其对从众消费行为的影响机制具有一定的意义。

  本研究结合直播电商的特征，基于社会影响理论、社会助长理论、精细加工可能性模型，以情感唤醒作为中介变量，产品类别（搜索品vs.体验品）作为调节变量，构建直播电商情境下社会临场感对从众消费行为的研究模型。通过对有直播电商购买经历的消费者搜集问卷，并采用SPSS26.0软件对关系假设进行检验，结果表明：（1）直播电商情境下，社会临场感中的共存、交流、情感临场感正向影响从众消费行为。（2）情感唤醒在社会临场感与从众消费行为之间起中介作用，社会临场感会提高消费者的情感唤醒水平，进而激发从众消费行为的产生。（3）产品类别在社会临场感与从众消费行为之间起调节作用，相较于搜索品，消费者购买体验品时，社会临场感显著正向影响其从众消费行为。（4）产品类别在社会临场感与情感唤醒之间起调节作用，相较于搜索品，消费者购买体验品时，社会临场感显著正向影响其情感唤醒水平。

  本研究拓展了社会临场感的研究情境，为理解直播电商情境下消费者的情感和行为提供了新的思路。一方面，本文结合当下发展迅猛的直播电商，将社会临场感引入直播电商领域并研究其对消费者的影响，为其他研究者未来进行社会临场感在营销学方面的工作提供借鉴。另一方面，有关从众消费行为的研究集中于线下或线上图文情境，本文探讨直播电商模式下消费者的从众消费行为，从不同的视角切入有助于延伸研究视野，并完善从众消费行为的相关理论研究。同时，研究结论对直播商家也有一定的启发：（1）直播商家应通过引流、强化直播间社交属性与主播职业素养来提升消费者对社会临场感的感知程度。（2）直播商家应重视消费者的情感唤醒水平，营销宣传时要多以感性渲染，使消费者获得最佳体验，进而提升其购买的可能性。（3）直播商家在推广产品时不能一味地强调产品的功能属性，需要根据不同的产品类别实施不同的策略，推广搜索品时应侧重于产品本身，为消费者详细介绍产品的各项参数，而推广体验品时更应关注直播间的氛围与消费者的情感唤醒程度，为其带来丰富的外部线索以及情感上的体验。

  With the booming exploitation of the Internet and 5G technology, and also the updating of consumption requirement in China, the "live streaming+" economy is in the ascendant. Based on this, live streaming e-commerce derived from it has quickly become popular due to its advantages of timeliness, three-dimensional nature, and convenience, becoming a common form of shopping nowadays. Compared to the "island" state that consumers have experienced in previous e-commerce models, the most significant difference between the live streaming e-commerce model and it is the reintroduction of the "human" element into online consumption scenarios, creating a true "archipelago" environment for consumers to shop with others at the same time, and bringing consumers an immersive shopping experience. As a concrete manifestation of an individual's immersive presence, the interpretation of consumer emotions and behaviors in the context of live streaming e-commerce is still at an initial stage, so exploring its impact mechanism on consumer conformity has certain significance.

  This study combines the characteristics of live streaming e-commerce, based on social impact theory, social facilitation theory, and fine processing possibility model, with arousal as an intermediary variable, and product category as a moderator variable, to construct a research model of social presence on conformity consumption behavior in the context of live streaming e-commerce. By collecting questionnaires from consumers who have purchased live streaming e-commerce, and using SPSS26.0 software to test the relationship hypothesis, the results show that: (1) In the context of live streaming e-commerce, coexistence presence, communication presence, and emotional presence in social presence positively affect consumer conformity behavior. (2) Awakening plays a mediating role between social presence and conformity consumption behavior. Social presence can improve consumers' arousal level, thereby stimulating the generation of conformity consumption behavior. (3) Product categories play a moderating role between social presence and conformity consumption behavior. Compared to search products, when consumers purchase experiential products, social presence significantly and positively affects their conformity consumption behavior. (4) Product categories play a regulatory role between social presence and arousal. Compared to search products, when consumers purchase experiential products, social presence significantly and positively affects their arousal level.

  This study expands the research context of social telepresence and provides new ideas for understanding consumers' emotions and behaviors in the context of live streaming e-commerce. On the one hand, this paper integrates the present rapid expansion of live e-commerce, introducing social telepresence into the field of live streaming e-commerce and studying its impact on consumers, providing reference for other researchers to conduct future work on social telepresence in marketing. On the other hand, research on consumer conformity focuses on offline or online graphic and textual contexts. This article discusses consumer conformity in the live streaming e-commerce model, which can help broaden research horizons and improve theoretical research on consumer conformity from different perspectives. At the same time, the research conclusions also have some inspiration for live streaming merchants: (1) Live streaming merchants should enhance consumers' perception of social presence by diverting and strengthening the social attributes and professional qualities of the host in the live streaming room. (2) Live streaming merchants should pay attention to the arousal level of consumers, and use emotional exaggeration in marketing promotion to enable consumers to obtain the best experience, thereby improving their purchasing possibilities. (3) When promoting products, live streaming merchants cannot blindly emphasize the functional attributes of the product, and they need to implement different strategies based on different product categories. When promoting search products, they should focus on the product itself and introduce various parameters of the product to consumers in detail. When promoting experience products, they should pay more attention to the atmosphere of the live streaming room and the degree of arousal of consumers, bringing them rich external clues and emotional experiences.