感官语言的负效应：直播间主播感官语言对消费者参与度的影响
The Negative Effect of Sensory Language: The Impact of Sensory Language of Live Broadcast Streamers on Consumer Engagement
DOI: 10.12677/ecl.2025.1482528, PDF,    科研立项经费支持
作者: 耿 昊, 刁雅静：江苏科技大学经济管理学院，江苏 镇江
关键词: 直播电商；主播感官语言；信息过载；消费者参与行为；Livestream E-Commerce； Sensory Language； Information Overload； Consumer Participation Behavior
摘要: 直播电商中主播往往使用基于感官的语言描述商品和使用体验，然而其如何影响消费者参与行为尚不明确。本文立足信息过载理论，从“负效应”视角出发，探讨主播高频感官语言对消费者参与行为(购买、评论、关注)的影响机制，并引入主播粉丝量作为调节变量，揭示影响路径中个体信任与信息加工方式的差异。本研究采集了抖音直播平台92名主播的755段直播录频切片数据，通过科大讯飞的语音转写技术提取主播语言文本以及LIWC这一文本分析工具计算感官词频，并与直播间实时数据构建负二向回归模型。研究结果显示：主播高频使用感官语言会显著抑制消费者的购买、评论和关注行为，验证了感官语言存在信息过载下的消极影响；粉丝量对购买和关注路径中的负效应具有负向调节作用，表明高影响力主播能激发观众对其内容更高的容忍度；但在评论路径中粉丝量调节作用不显著，说明消费者在表达评价意愿时更专注于语言内容本身而非主播影响力。结论丰富了信息过载理论和直播情境下消费者参与行为的研究内容，给直播行业多方提供了一定的实践启示。
Abstract: Hosts in live e-commerce often use sense-based language to describe goods and user experience, but how it affects consumer participation behavior is still unclear. Based on the theory of information overload and from the perspective of “negative effect”, this paper explores the influence mechanism of high-frequency sensory language of anchors on consumers’ participation behaviors (purchase, comment and attention), and introduces the number of anchor fans as a moderating variable to reveal the differences between individual trust and information processing in the influence path. In this study, 755 live broadcast recording slice data of 92 anchors on TikTok live broadcast platform were collected, and extracted the anchor language text through the voice transcription technology of iFLYTEK and calculated the sensory word frequency with LIWC, a text analysis tool, and constructed a negative binary regression model with the live broadcast room real-time data. The results show that the frequent use of sensory language by anchors can significantly inhibit consumers’ purchase, comment and attention behaviors, which verifies the negative impact of sensory language under information overload. The number of followers has a negative moderating effect on the negative effects in the path of purchase and attention, indicating that high-impact anchors can stimulate viewers to have higher tolerance for their content. However, the moderating effect of the number of followers in the review path is not significant, indicating that consumers focus more on the language content itself rather than the influence of hosts when expressing their review willingness. The conclusion enriches the theory of information overload and the research content of consumer participation behavior in the context of live broadcasting, and provides certain practical enlightenment to many parties in the live broadcasting industry.
文章引用：耿昊, 刁雅静. 感官语言的负效应：直播间主播感官语言对消费者参与度的影响[J]. 电子商务评论, 2025, 14(8): 351-367. https://doi.org/10.12677/ecl.2025.1482528

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