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    题名: 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
    作者: 王楚雲
    Wang, Chu-Yun
    贡献者: 林怡伶
    Lin, Yi-Ling
    王楚雲
    Wang, Chu-Yun
    关键词: 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
    日期: 2024
    上传时间: 2024-09-04 14:05:08 (UTC+8)
    摘要: 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.
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    描述: 碩士
    國立政治大學
    資訊管理學系
    111356032
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0111356032
    数据类型: thesis
    显示于类别:[資訊管理學系] 學位論文

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