直播电商营销绩效的主播影响因素组态路径研究

Research on Configuration Path of Anchor Influencing Factors for Live Streaming E-Commerce Marketing Performance

摘要: 直播电商逐渐成为消费者购物的新形态，然而这一过程中主播与直播带货营销绩效之间的影响机制尚不明晰，带货商品品类复杂繁多，主播带货“翻车”事件不断涌现。基于此，本文使用fsQCA探究主播组态路径分别对低单价商品和高单价商品的直播带货营销绩效影响。研究结果表明：低互动性是导致高单价商品和低单价商品低带货绩效的必要条件。对于低单价商品而言，主播在影响力、吸引力、互动性、专业性四项能力中，有一项表现突出，就有可能取得较高的直播带货营销绩效，而高单价商品带货主播则至少在两个方面有突出表现。其中，吸引力对低单价商品直播带货更为重要，低单价商品能够通过直播时长来提高绩效，而专业性和可信性对于高单价商品更为关键，高单价商品带货绩效与直播时长没有太大关联。两种商品组态分析解的整体一致性均高于0.9，具有较强的解释力，研究结论丰富了直播营销和主播特征的理论研究框架，为提高直播电商营销效果提供了更加科学的实践指导。

Abstract: The live streaming e-commerce is gradually becoming a new form of consumer shopping. However, the influence mechanism between the anchor and the live streaming e-commerce marketing performance in this process is not clear, and the live streaming e-commerce “Rollover” events continue to emerge. Based on this background and considering the complexity of live streaming e-commerce products, this research used configuration analysis to explore the impact of anchors on the marketing performance of live streaming e-commerce for low and high priced products. The results of the research show that low interactivity is a necessary condition that leads to low performance for both high-unit-price goods and low-unit-price goods. For low unit-price commodities, anchors who excel in one of the four competencies of influence, attractiveness, interactivity, and professionalism are likely to achieve high live streaming e-commerce marketing performance, while high-unit-price commodity anchors excel in at least two of them. Among them, attractiveness is more important for low-unit-price goods live e-commerce, and low-unit-price goods are able to improve their performance through the duration of live e-commerce, while professionalism and trustworthiness are more critical for high-unit-price goods, and the performance of high-unit-price goods is not very much correlated with the live broadcasting duration. The overall consistency of the two product configuration analysis solutions is higher than 0.9, which has strong explanatory power. The conclusions of this study enrich the theoretical research framework of live streaming marketing and anchor characteristics, and provide more scientific practical guidance for improving the marketing effect of live streaming e-commerce.