虚拟主播具象化表达有效性：体验类产品消费影响机制
Effectiveness of Virtual Streamers’ Concrete Expressions: The Consumption Influence Mechanism of Experience Products
DOI: 10.12677/ecl.2025.14123899, PDF,    科研立项经费支持
作者: 张志霞, 杨雨嫣*：西安建筑科技大学管理学院，陕西 西安
关键词: 虚拟主播；具象化表达；肢体语言；语调；说话内容；Virtual Streamer； Concrete Expressions； Body Language； Intonation； Verbal Communication
摘要: 现有关于虚拟主播具象化表达如何影响消费者行为的研究尚不明确。本研究基于梅拉宾沟通模型，探讨虚拟主播具象化表达(肢体动作、语调、说话内容)在推广体验型产品时对消费者感知与购买决策的作用机制。我们开展三次情景实验并与在线调查结合，分别收集到240，221，206份有效答卷，并通过偏最小二乘结构方程模型(PLS-SEM)进行分析。结果表明：虚拟主播的肢体动作和语调能促进体验型产品消费，而不同的语言内容会通过不同的感知评价影响购买意愿。本研究突破了以往聚焦技术参数的研究局限，首次从虚拟主播具象化表达视角解释消费者购买行为，深化了数字交互媒体领域的理论研究。此外，本研究为企业优化虚拟主播形象设计提供了实证依据，特别为体验型产品的数字营销方案开发提供了理论支撑。
Abstract: Existing research on how virtual streamers’ concrete expressions influence consumer behavior remains unclear. This study investigates the mechanism of the role of virtual streamers’ concrete expressions (body language, intonation, and verbal communication) in promoting experience products on consumer perception and purchase decisions, based on the Mehrabian communication model. We conducted three scenario-based experiments coupled with online surveys, which yielded 240, 221, and 206 valid responses, respectively. The collected data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results demonstrate that the body language and intonation of virtual streamers promote the consumption of experience products, but different verbal communication affects purchase intention through different perceived evaluations. This study broke through the limitations of previous research that focuses on technical parameters and enhanced theoretical research in the field of digital interactive media by being the first to explain consumer purchasing behavior from the perspective of virtual streamers’ concrete expressions. Furthermore, this study offers fact-based recommendations for firms looking to optimize the virtual streamer image design, and it particularly offers theoretical backing for the development of digital marketing plans for experiential goods.
文章引用：张志霞, 杨雨嫣. 虚拟主播具象化表达有效性：体验类产品消费影响机制[J]. 电子商务评论, 2025, 14(12): 591-605. https://doi.org/10.12677/ecl.2025.14123899

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