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论文编号：	13085
作者编号：	2120202835
上传时间：	2022/6/6 16:13:04
中文题目：	同侪影响、身份认同与直播打赏意愿关系研究
英文题目：	同侪影响、身份认同与直播打赏意愿关系研究
指导老师：	焦媛媛
中文关键字：	同侪影响；身份认同；打赏意愿；主播特性
英文关键字：	Peer Influence; Identity; Reward Intention; Anchor Characteristics
中文摘要：	随着互联网的发展和即时通讯技术的提高，网络直播开始走进互联网用户的生活中，成为一种新兴的交流互动方式，并且受到国内外越来越多用户的关注和喜爱。国内外各大互联网公司也纷纷开设直播功能，为公司注入新的流量和新的盈利增长点。一个经典的直播场景是：主播作为视频直播的主体，实时创建并向观众提供内容，观众加入实时流媒体中来消费内容。在内容消费过程中，观众还能以各种方式与主播进行合作，帮助塑造和生成内容。有些参与的活动是免费的，比如通过弹幕与主播或直播间中的其他观众聊天，向主播点赞等。还有一些活动是付费的，付费订阅或者观众可以通过购买并赠送“火箭”“鲜花”等虚拟道具对自己心仪主播所表演的内容进行奖励，这种直播时给予主播奖励的行为被称为直播打赏。 现有的关于直播情景的研究中，大部分学者关注直播电商情景下，观众对于商品购买意愿的研究。然而直播打赏作为网络直播中常见的消费模式以及直播平台与主播主要的获利途径之一，关于直播打赏这一特殊的购买意愿的研究相对匮乏。此外，现有的关于直播打赏的研究多基于SOR模型，探讨主播特性、主播互动策略等对直播打赏意愿和打赏行为的研究，大都是从主播视角出发，探究主播对于观众的行为的影响，本文设想，在直播情景中，除了主播之外，还有一个重要的群体-直播观众，他们之间会不会产生相互作用进而影响彼此的行为呢？ 本文的主要贡献在于（1）从观众的视角出发，验证了直播观众间的“同侪影响-身份认同-打赏意愿”的理论模型，即观众间的同侪影响，会使观众产生一种主播粉丝身份的认同，进而影响观众的打赏意愿。（2）身份认同在同侪影响对打赏意愿的影响中发挥部分中介作用，即同侪影响和身份认同都会影响观众的直播打赏意愿。（3）主播特性在同侪影响与身份认同之间存在着正向调节作用。其中，主播特性中的可信性和专业性在同侪影响与身份认同关系之间具有显著正向的调节作用，主播特性中的吸引力在同侪影响与身份认同之间的正向的调节作用不显著。
英文摘要：	With the development of the Internet and the improvement of instant communication technology, webcasting has begun to enter the life of Internet users, becoming a new way of communication and interaction, and has attracted the attention and love of more and more users at home and abroad. Major Internet companies at home and abroad have also opened live broadcast functions one after another, injecting new traffic and new profit growth points for the company. A classic live broadcast scenario is that the host, as the main body of the live video broadcast, creates and provides content to the audience in real time, and the audience joins the live streaming media to consume the content. During the content consumption process, viewers can also collaborate with hosts in various ways to help shape and generate content. Some participating activities are free, such as chatting with the anchor or other viewers in the live broadcast room through barrage, liking the anchor, etc. There are also paid activities. Paid subscriptions or audiences can purchase and give away virtual props such as "rockets" and "flowers" to reward their favorite anchors for their performances. This act of rewarding anchors during live broadcasts is called live broadcasts. reward. In the existing research on live broadcast scenarios, most scholars focus on the study of audiences' willingness to purchase goods in live broadcast e-commerce scenarios. However, as a common consumption pattern in online live broadcast and one of the main profit channels for live broadcast platforms and anchors, there is relatively little research on the special purchase intention of live broadcast reward. In addition, most of the existing research on live broadcast rewards is based on the SOR model, which discusses the characteristics of the host, the interaction strategy of the host, and other studies on the willingness and behavior of live broadcast rewards. Influence, this article envisages that in the live broadcast scenario, in addition to the anchor, there is an important group - the live broadcast audience. Will they interact and affect each other's behavior? The main contributions of this paper are (1) From the perspective of the audience, it verifies the theoretical model of "peer influence-identity-rewarding willingness" among live audiences, that is, peer influence among audiences will make audiences produce a kind of anchor fans Identity recognition, which in turn affects the audience's willingness to reward. (2) Identity plays a partial mediating role in the influence of peer influence on the willingness to give rewards, that is, both peer influence and identity will affect the audience's willingness to give live broadcasts. (3) Host characteristics have a positive moderating effect between peer influence and identity. Among them, the credibility and professionalism of the anchor characteristics have a significant positive moderating effect on the relationship between peer influence and identity, and the attractiveness of anchor characteristics has a positive moderating effect between peer influence and identity. Significantly.
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