Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/153157
|
| Title: | 直播電商中說服力策略對顧客購買行為之影響：基於文字探勘方法
The Impact of Linguistic Persuasion Strategies on Customer Purchase Behavior in Livestreaming Commerce: A Text Mining Approach |
| Authors: | 王楚雲
Wang, Chu-Yun |
| Contributors: | 林怡伶
Lin, Yi-Ling
王楚雲
Wang, Chu-Yun |
| Keywords: | 文字探勘
說服力策略
語言風格
直播電商
Text mining
Persuasion strategy
Linguistic styles
Livestreaming commerce |
| Date: | 2024 |
| Issue Date: | 2024-09-04 14:05:08 (UTC+8) |
| Abstract: | 在直播電商中，直播主的語言語言技巧是影響顧客購買行為的關鍵因素。但目前對於直播主的實證研究是比較少的。本研究透過將 Cialdini 的六大說服原則納入直播主語言說服力分析，擴展了研究範疇，並引入感官型產品類型去了解直播主的說服力策略是否在不同產品類別下對顧客行為有不同影響。我們收集了153 部Facebook 直播影片，並利用基於深度學習的模型進行文本分析。結果顯示，直播主採用互惠、承諾與一致性、社會認同、喜愛度和權威性策略對購買行為有正面影響，而稀缺性則有負面影響。我們還發現，感官型產品類型增強了互惠、承諾與一致性、喜愛度和權威性的影響，但削弱了稀缺性對購買行為的作用。基於這些發現，我們建議主播提供獎勵，積極鼓勵觀眾參與，分享顧客的回饋，分享自身的相關經驗及專業知識，以刺激顧客的購買行為。同時，主播應謹慎使用稀缺性的說辭技巧，以避免減少購買行為。本研究為直播主播提供了提升購買行為的語言說服策略。
In livestreaming commerce, persuasive communication is a key determinant of customer behavior. While existing research focuses on product narrative styles, this study broadens the scope by integrating Cialdini’s six persuasion principles into the analysis of streamer influence. Additionally, we introduce the moderating effect of sensory product
type. We collect 153 Facebook Live videos and utilize deep learning-based model for text analysis. Results show that reciprocity, commitment and consistency, social proof,
likeability, and authority positively impact purchase behavior, while scarcity negatively impacts it. We also find that sensory product type enhances the impact of reciprocity, commitment and consistency, likability, and authority, but undermines scarcity’s effect on purchase behavior. Based on these findings, we suggest that streamers offer rewards, actively encourage audience engagement, share peer customer responses, share their own relatable experiences, and professional expertise to stimulate customer’s purchasing behavior. Simultaneously, streamers must carefully leverage the speech technique of scarcity to avoid decreasing purchase behavior. This research yields actionable strategies for livestreaming streamers to enhance purchase behavior. |
| Reference: | Adaji, I., Oyibo, K., & Vassileva, J. (2020). E-commerce shopping motivation and the influence of persuasive strategies. Frontiers in artificial intelligence, 3, 67.
Backhaus, K., Steiner, M., & Lügger, K. (2011). To invest, or not to invest, in brands? drivers of brand relevance in b2b markets. Industrial Marketing Management, 40(7), 1082–1092.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of marketing, 66(2), 120–141.
Bharadwaj, Ballings, Nai, Moore, & Arat. (2022). A new livestream retail analytics framework to assess the sales impact of emotional displays. Journal of Marketing, 86(1), 27–47.
Brehm, S. S., & Brehm, J. W. (2013). Psychological reactance: A theory of freedom and control. Academic Press.
Burgers & Graaf, D. (2013). Language intensity as a sensationalistic news feature: The influence of style on sensationalism perceptions and effects. Communications, 38(2), 167–188. https://www.degruyter.com/document/doi/10.1515/commun- 2013- 0010/html
Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, 398–406.
Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5).
Chen, Dou, & Xiao. (2023). Understanding the role of live streamers in live-streaming e-commerce. Electronic Commerce Research and Applications, 59, 101266.
Chen, Zhang, Liu, & Lu. (2023). Be a good speaker in livestream shopping: A speech act theory perspective. Electronic Commerce Research and Applications, 61.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511–535.
Cho. (2011). Analyzing online customer dissatisfaction toward perishable goods. Journal of Business Research, 64(11), 1245–1250.
Cho & Ha. (2004). Consumer choice behavior on the web: The effects of product attributes on willingness to purchase. Journal of Business & Economics Research (JBER), 2(10).
Chu, J., Arce-Urriza, M., Cebollada-Calvo, J.-J., & Chintagunta, P. K. (2010). An empirical analysis of shopping behavior across online and offline channels for grocery products: The moderating effects of household and product characteristics. Journal of Interactive Marketing, 24(4), 251–268.
Chua, Ingram, & Morris. (2017). From the head and the heart: Locating cognition- and affect-based trust in managers’ professional networks. https://doi.org/10.5465/amj.2008.32625956, 51(3), 436–452. https://journals.aom.org/doi/abs/10.5465/amj.2008.32625956
Chung, N., Song, H. G., & Lee, H. (2017). Consumers’impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management, 29(2), 709–731.
Cialdini & Cialdini. (2007). Influence: The psychology of persuasion (Vol. 55). Collins New York.
Cialdini & Goldstein. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55, 591–621.
De Figueiredo, J. M. (2000). Finding sustainable profitability in electronic commerce. MIT Sloan Management Review, 41(4), 41.
Degeratu, A. M., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes. International Journal of research in Marketing, 17(1), 55–78.
Dodds, W. B. (2002). The effects of perceived and objective market cues on consumers’ product evaluations. Marketing Bulletin, 13(2), 1–14.
Eisend. (2008). Explaining the impact of scarcity appeals in advertising. The mediating role of perceptions of susceptibility. Journal of Advertising, 37(3), 33–40.
Fiore, A. M., Jin, H.-J., & Kim, J. (2005). For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology & Marketing, 22(8), 669–694.
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet research, 27(4), 772–785.
Gao, Jiang, & Gu. (2023). Understanding the role of streamers in livestreaming commerce: a vocal–visual perspective. Journal of Management Analytics, 10(2), 247–269. https://doi.org/10.1080/23270012.2023.2212380
Gao, Xu, Tayyab, & Li. (2021). How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness. Electronic Commerce Research and Applications, 49.
Gardner, W., Mulvey, E. P., & Shaw, E. C. (1995). Regression analyses of counts and rates: Poisson, overdispersed poisson, and negative binomial models. Psychological bulletin, 118(3), 392.
Guo, Zhang, & Wang. (2022). Way to success: Understanding top streamer’s popularity and influence from the perspective of source characteristics. Journal of Retailing and Consumer Services, 64.
Högberg, J., Ramberg, M. O., Gustafsson, A., & Wästlund, E. (2019). Creating brand engagement through in-store gamified customer experiences. Journal of Retailing and Consumer Services, 50, 122–130.
Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635–650.
Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of business research, 59(9), 974–981.
Kang, Lu, Guo, & Li. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56.
Kaptein, M. (2011). Adaptive persuasive messages in an e-commerce setting: The use of persuasion profiles.
Kellermann, K., & Shea, B. C. (1996). Threats, suggestions, hints, and promises: Gaining compliance efficiently and politely. Communication Quarterly, 44(2), 145–165.
Kiely, T. (1996). The pleasures and perils of selling in cyberspace. Insights from Marketing Science Institute.
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (scommerce) on consumers’trust and trust performance. International Journal of Information Management, 33(2), 318–332. https : / / www . sciencedirect . com/science/article/pii/S0268401212001594
Liao, Chen, Qi, Li, & Yu. (2023). Creating immersive and parasocial live shopping experience for viewers: the role of streamers’ interactional communication style. Journal of Research in Interactive Marketing, 17(1), 140–155.
Lim, W. M., Yong, J. L. S., & Suryadi, K. (2014). Consumers’perceived value and willingness to purchase organic food. Journal of Global Marketing, 27(5), 298–307.
Liu, Fang, Yang, Han, Hossin, & Wen. (2023). The power of talk: Exploring the effects of streamers’linguistic styles on sales performance in B2B livestreaming commerce. Information Processing and Management, 60(3).
Liu & Yu. (2022). Impact of perceived diagnosticity on live streams and consumer purchase intention: Streamer type, product type, and brand awareness as moderators. Information Technology and Management, 1–14.
Lopez, A., & Garza, R. (2022). Do sensory reviews make more sense? the mediation of objective perception in online review helpfulness. Journal of Research in Interactive Marketing, 16(3), 438–456.
Luo, Cheng, Zhou, Yu, & Lin. (2021). A study on the impact of linguistic persuasive styles on the sales volume of live streaming products in social e-commerce environment. Mathematics, 9(13).
Ma, Liu, & Li. (2023). Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’purchase intention. Frontiers in Psychology, 14.
Myers, S. (2021). Instagram source effects: The impact of familiarity and likeability on influencer outcomes. Journal of marketing development and competitiveness, 15(3).
Pryzant, Chung, & Jurafsky. (2017). Predicting sales from the language of product descriptions (tech. rep.). http://nlp.ist.i.
Radford, Kim, Xu, Brockman, McLeavey, & Sutskever, I. (2022). Robust speech recognition via large-scale weak supervision. https://arxiv.org/abs/2212.04356v1
Samant, S., & Prakash, R. (2021). Achieving lean through value stream mapping with constraint programming and simulation technique for complex production systems. International Journal of Industrial and Systems Engineering, 37(1), 119–148.
Schneider, D., Klumpe, J., Adam, M., & Benlian, A. (2020). Nudging users into digital service solutions. Electronic Markets, 30, 863–881.
Shrum, L., Liu, M., Nespoli, M., & Lowrey, T. M. (2012). Persuasion in the marketplace.
Sage. Steuer, J., Biocca, F., Levy, M. R., et al. (1995). Defining virtual reality: Dimensions determining telepresence. Communication in the age of virtual reality, 33, 37–39.
Sun, Fu, & Jiang. (2022). Gain-framed product descriptions are more appealing to elderly consumers in live streaming E-commerce: Implications from a controlled experiment. Data and Information Management, 6(4).
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203–220. Vaidyanathan & Aggarwal. (2005, December). Using commitments to drive consistency: Enhancing the effectiveness of cause-related marketing communications.
Wongkitrungrueng & Assarut. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556.
Xie, Du, & Gao. (2022). The influence of the interaction between platform types and consumer types on the purchase intention of live streaming. Frontiers in Psychology, 13, 1056230.
Xue, J., Liang, X., Xie, T., & Wang, H. (2020). See now, act now: How to interact with customers to enhance social commerce engagement? Information & Management, 57(6), 103324.
Yang, Q., & Lee, Y.-C. (2023). The effect of live streaming commerce quality on customers’purchase intention: Extending the elaboration likelihood model with herd behaviour. Behaviour & Information Technology, 1–22.
Yeo, J. S., & Park, J. W. (2004). Interactive effects of breadth of parent brand and product category similarity of an extension on attitudes toward the extension and parent brand beliefs. Journal of Korean Academic Society of Business Administration, 33, 1397–1421.
Zafar, A. U., Qiu, J., Shahzad, M., Shen, J., Bhutto, T. A., & Irfan, M. (2021). Impulse buying in social commerce: Bundle offer, top reviews, and emotional intelligence. Asia Pacific Journal of Marketing and Logistics, 33(4), 945–973.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of marketing, 52(3), 2–22.
Zeng, Q., Guo, Q., Zhuang, W., Zhang, Y., & Fan, W. (2023). Do real-time reviews matter? examining how bullet screen influences consumers’purchase intention in live streaming commerce. Information systems frontiers, 25(5), 2051–2067.
Zhang, L., & Yeap, J. A. L. (2023). Live streaming commerce: A systematic review and implication for future research. In Industry forward and technology transformation in business and entrepreneurship (pp. 361–370). Springer Nature Singapore. https: //doi.org/10.1007/978-981-99-2337-3{\_}31
Zheng, Chen, Liao, & Hu. (2023). What motivates users’ viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective. Journal of Retailing and Consumer Services, 72.
Zheng, Li, & Na. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer’s perspective. Journal of Retailing and Consumer Services, 68.
Zhong, Y., Zhang, Y., Luo, M., Wei, J., Liao, S., Tan, K.-L., & Yap, S. S.-N. (2022). I give discounts, i share information, i interact with viewers: A predictive analysis on factors enhancing college students’ purchase intention in a live-streaming shopping environment. Young Consumers, 23(3), 449–467. |
| Description: | 碩士
國立政治大學
資訊管理學系
111356032 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111356032 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 603201.pdf | | 767Kb | Adobe PDF | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
