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电商直播行业竞争日趋激烈，激发用户深度参与已成为主播与平台共同追求的重要目标。借助准社会交往理论和沉浸理论，实证检验主播和平台对用户弹幕交互行为的影响及其内在机制，并创新性地引入个体特质，探索这一影响的边界条件。研究结果表明：主播特征和平台特征均对用户弹幕交互行为具有显著促进作用；感知实用性价值和感知享乐性价值在其中发挥部分中介作用；在线交互意愿正向调节主播互动性、主播吸引力和平台互动环境与用户弹幕交互行为的关系。研究结论有助于为主播和平台精准制定用户参与策略提供细致的理论指导和实践指引。
Abstract：The competition in the e-commerce live streaming industry is becoming increasingly fierce, and stimulating the users' deep engagement has become an important goal pursued by streamers and platforms. With the help of pseudo-social interaction theory and immersion theory, an empirical test was made on the influence of streamers and platforms on the users' bullet chat interaction behavior and its internal mechanism, and by innovatively introducing individual traits, the boundary conditions of the influence were explored. The results show that both streamer and platform feature significantly in promoting users' bullet chat interaction behavior; perceived utilitarian value and perceived hedonic value play a part of mediating role. Online interaction intention positively moderates the relationship of streamer interactivity, streamer attractiveness, and platform interactive environment on users' bullet chat interaction behavior. The research results can provide detailed theoretical and practical guidance for the precise formulation of users' participation strategies for streamers and platforms.
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基本信息:
DOI：10.19493/j.cnki.issn1673-8004.2025.05.004
中图分类号:G252;F724.6;F274
引用信息:
[1]刘晓云,蒋梦瑞,梁坤.电商直播模式下用户弹幕交互行为的驱动机制研究[J].重庆文理学院学报(社会科学版),2025,44(05):42-58.DOI:10.19493/j.cnki.issn1673-8004.2025.05.004.
基金信息:
安徽省高等学校科学研究项目“大数据驱动的安徽省县域科技创新能力评价研究”（2022AH050047）