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论文编号：	14065
作者编号：	2120213331
上传时间：	2023/6/8 14:29:42
中文题目：	实时互动直播场景下主播-观众情感性与信息性沟通内容特征对直播有效性的影响研究
英文题目：	Research on the Impacts of Content Characteristics of Emotional and Informational Communication between Streamer and Viewer on the Effectiveness of Live Streaming in Real-time Interactive Live Streaming Scene
指导老师：	任星耀
中文关键字：	直播有效性；情绪唤起；信息丰富度；情绪一致性；信息相关性；双加工理论
英文关键字：	Effectiveness of Live Streaming; Emotional Arousal; Information Richness; Emotional Consistency; Information Relevance; Dual Processing Theory
中文摘要：	直播作为一种越来越流行的新的社交媒体和传播工具，凭借其实时互动和内容共创的特点，已经成为了人们日常娱乐和学习的重要渠道，并正在衍化为当今社会的基础媒介。随着互联网与直播行业的发展，直播平台遍地开花，而且面对着传统营销渠道走高的费用，越来越多的企业也涌入直播这个新的消费风口。主播作为直播中的核心角色是如何影响观众融入的，观众反馈又如何影响直播效果，什么样互动模式才能既“叫好”又“叫座”，提升直播的有效性？ 企业直播的有效性的衡量不仅要关注主播，即观众因为主播的情感唤起和个人魅力而发起的对主播的融入行为，还要关注产品，即观众因为主播对产品的信息输出与问题解答，从而带来观众对产品的融入。过往关于直播有效性测量的研究，往往将这两部分单独进行研究，在秀场直播中关注观众对主播的融入（如打赏、观看和分享等），在电商直播中关注观众对产品的融入（如购买和产品评价等），因此本研究从观众生成互动内容中挖掘出观众对主播的融入和观众对产品的融入两个变量来衡量直播有效性。此外，过往研究发现直播有效性受到主播特征、观众体验与动机和平台等多方因素的影响，本文基于直播实时互动的特点，从主播特征出发探讨对两种直播有效性的影响。语言元素是驱动观众行为的关键成功因素，而以往研究更多关注主播的非语言因素（如颜值、知名度、人口统计特征等），而忽略了主播应该如何与观众沟通这一语言因素，因此本研究基于双加工理论，从主播沟通内容的信息性与情感性角度，考察主播沟通内容对观众融入的影响。此外，实时互动是直播区别于传统媒体最显著的特征，而过往研究却鲜有关注主播与观众的实时互动特征对直播有效性的影响，因此本研究引入在主播与观众的情感互动和信息互动中，观众生成的互动反馈内容的特征作为调节变量，探讨主播与观众怎样的互动模式才能使直播间既“叫好”又“叫座”。 本研究选取的目标直播间数据可以减少主播非语言因素的干扰，作者通过文本分析和机器学习的方法对其进行变量挖掘和统计分析，最终共产生23357条分钟级主播与观众互动文本数据。结果表明主播情感唤起越高，越能促进观众对主播的融入，而观众与主播的情绪一致性强化了情绪唤起与观众对主播融入的正向影响；主播的信息丰富性越高，越能促进观众对产品的融入，而在观众生成互动内容的信息相关性的调节下，不仅能加强互动的认知契合，强化信息丰富度对产品融入的正向影响，还能因为信息互动建立的准社会关系实现信息丰富度对主播融入的正向影响。本研究为直播有效性影响因素的研究提供了新的路径；为直播间主播和观众的互动模式研究提供了新的思路，整合了双边互动的视角；还为直播有效性的测量提供了新的视角。本研究不仅启示了主播不仅需要通过情感和信息的输出影响观众，还需要关注观众的实时信息反馈，也为企业挑选合适的主播提供指导，为直播平台产品设计与客户赋能提供创意思路。
英文摘要：	As a new social media and communication tool, live streaming is becoming more and more popular. With its real-time interaction and content co-creation features, it has become an important channel for people's daily entertainment and learning, and is gradually evolving into the basic media of today's society. With the development of the Internet and the live streaming industry, live streaming platforms are blooming everywhere. Facing the rising costs of traditional marketing channels, more and more enterprises are pouring into the live streaming. As the core role in the live streaming, how does the streamer affect the viewer's engagement? How does the viewer's feedback affect the performance of the live streaming, and what kind of interaction can be "applauded" and "popular" to improve the effectiveness of the live streaming? The effectiveness of live streaming should not only focus on the attractiveness of the streamer, that is, the viewer’s engagement with the streamer because of the streamer’s emotional arousal and personal charm; but also should focus on the viewer's engagement with the product brought about by the streamer's information output and questions & answers about the product. In the past, the research on the effectiveness of live streaming studied these two parts separately, focusing on the viewer’s engagement with the streamer in the show live streaming (such as tipping, watching and sharing, etc.), and focusing on the viewer’s engagement with the product in the e-commerce live streaming (such as impulse buying and product evaluation, etc.). Therefore, this study will analyze the viewer's engagement with the streamer and the viewer's engagement with the product from the Viewer-Generated Interaction Content (VGIC) to examine the effectiveness of the live streaming. In addition, previous studies have found that the effectiveness of live streaming is affected by multiple factors such as streamer characteristics, viewer motivation, and platform. Based on the characteristics of real-time interaction in live streaming, this study explores the impacts of the characteristics of streamers on two types of viewer’s engagement. Linguistic elements are the key success factors that drive viewer behavior, while previous studies have paid more attention to the non-linguistic factors of the streamer (such as appearance, popularity, demographic characteristics, etc.), ignoring the linguistic factor of how the streamer should communicate with the viewer. Based on the Dual Processing Theory, this study investigates the impacts of streamer communication characteristics on viewer engagement from the perspective of information and emotion of communication content. Furthermore, real-time interaction is the most significant feature that distinguishes live streaming from previous media, but previous studies have paid less attention to the impact of the real-time interaction between the streamer and the viewer on the effectiveness of the live streaming. Therefore, this study brings in the emotional and informational interaction between the streamer and the viewer. The characteristics of the VGIC are used as moderating variables to explore what kind of interaction mode between the streamer and the viewer can make the live streaming room both" applauded " and "popular". The live streaming room selected in this study can reduce the interference of the streamer’s non-language factors, and the author conducted variable mining and statistical analysis through text analysis and machine learning method. In the end, a total of 23,357 minute-level streamer’s and viewer’s interaction text data were generated. The results show that the higher the emotional arousal of the streamer, the more it can promote the viewer's engagement with the streamer, and the emotion consistency between the viewer and the streamer strengthens the positive impact of emotional arousal and users' engagement with the streamer; the higher the information richness of the streamer, the more it can promote the viewer's engagement with the product, and under the moderating of the information relevance of the VGIC, it can not only strengthen the positive impact of information richness on product engagement, and can also realize the positive impact of information richness on streamer engagement because of the para-social relationship established by information interaction. This study not only provides a new path for the study of factors affecting the effectiveness of live streaming, but also provides a new idea for the study of the interaction between the streamer and the viewer in the live streaming room, integrates the perspective of two-sided interaction, and provides a new method for the measurement of the effectiveness of live streaming. This research reveals that streamers not only need to influence viewers through the output of emotion and information, but also need to pay attention to the real-time feedback from viewers. It also provides guidance for companies to choose suitable streamers, and provides creative ideas for product design and customer empowerment on live streaming platforms.
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