扬长还是补短？主播组合类型对买家态度的影响研究

Leveraging Strengths or Compensating for Weaknesses? The Impact of Streamer Combination Types on Buyers' Attitudes

中文关键词:  主播组合类型  买家态度  感知匹配  品牌强度  消费者涉入度

英文关键词:streamer combination types  buyers' attitudes  perceived fit  brand strength  consumer involvement

中文摘要:

      随着直播电商的快速发展,直播主播已成为影响消费者决策的重要营销主体。在主播组合模式兴起的背景下,基于角色理论与感知匹配理论,构建“企业主播+明星主播”与“企业主播+专业主播”两种主播组合框架,并于2024年通过情境实验检验了主播组合类型对买家态度的影响机制。研究发现:相较于“企业主播+专业主播”(强强联合)组合,“企业主播+明星主播”(优势互补)组合对买家态度具有更为显著的正向影响；感知匹配在主播组合类型影响买家态度的过程中发挥了完全中介作用。此外,品牌强度与消费者涉入度在主播组合类型与买家态度的关系中具有调节作用:在弱品牌与高消费者涉入度情境下,优势互补组合通过感知匹配影响买家态度的正向效应更为显著；而在强品牌与低消费者涉入度情境下,该效应不显著。因此,平台应完善主播组合的推荐与支持机制,品牌商家应结合品牌强度与消费者涉入度特征选择主播组合策略,不同类型主播需强化角色分工与协作,以提升直播效果。

英文摘要:

      With the rapid growth of live-streaming e-commerce, streamers have become a key marketing actor influencing consumer decision-making. Against the backdrop of the emerging trend toward streamer combination models, grounded in role theory and perceived fit theory, this study develops two streamer combination types:“enterprise streamer + celebrity streamer” and “enterprise streamer + professional streamer”. It employs scenario-based experiments conducted in 2024 to examine the mechanism through which streamer combination types affect buyers' attitudes. The results indicate that compared with the “enterprise streamer + professional streamer” combination (a strong-strong combination), the “enterprise streamer + celebrity streamer” combination (a complementary combination) exerts a more significant positive effect on buyers' attitudes. Perceived fit fully mediates the relationship between streamer combination types and buyers' attitudes. Furthermore, brand strength and consumer involvement moderate such a relationship. Specifically, under conditions of weak brand strength and high consumer involvement, the complementary combination exerts a stronger positive effect on buyers' attitudes through perceived fit. However, this effect is not significant under conditions of strong brand strength and low consumer involvement. Accordingly, live-streaming platforms should improve recommendation and support mechanisms for streamer combinations. Brand merchants should select appropriate streamer combination types based on brand strength and the level of consumer involvement. Different types of streamers should strengthen role differentiation and collaboration to enhance the effectiveness of live-streaming marketing.