品牌自播情境下CEO主播特质对顾客契合的影响机制研究——基于情绪感染与信息质量感知的双中介路径

Research on the Influence Mechanism of CEO Streamer Characteristics in Brand Self-Branding Situations on Customer Engagement—Based on the Dual Mediation Path of Affective Reaction and Cognitive Inference

摘要: 随着直播电商步入以品牌自播为核心的深度运营阶段，企业CEO进入直播间已成为一种战略性沟通实践。本研究旨在超越对短期销售转化的关注，深入探究CEO主播特质对构建长期顾客关系的影响路径——顾客契合的影响机制。通过整合营销沟通理论、情绪即社会信息理论及顾客契合理论，构建了一个被调节的双中介模型。通过对442名具有真实CEO直播观看体验的消费者进行问卷调查，研究发现：CEO主播的吸引力、专业性与可信度特质均能显著正向促进顾客契合；情绪感染与信息质量感知在上述关系中扮演了并行中介角色，分别代表了情感反应与认知推断两条路径；消费者的认知需求是关键调节变量，影响双路径的权重。研究结论为品牌依据受众认知特征，实施精准化CEO直播沟通策略，提供了理论依据与实践指导。

Abstract: With the evolution of live-streaming e-commerce into a deep operational stage centered on brand self-streaming, the entry of corporate CEOs into live-streaming rooms has become a strategic communication practice. This study aims to move beyond the focus on short-term sales conversion, delving deeply into the impact mechanism of CEO streamer traits on a key indicator for building long-term customer relationships—customer engagement. By integrating marketing communication theory, emotions as social information (EASI) theory, and customer engagement theory, a moderated dual-mediation model is constructed. Through a questionnaire survey of 442 consumers with real experience watching CEO live streams, the study finds that the attractiveness, expertise, and trustworthiness traits of CEO streamers all significantly and positively promote customer engagement. Emotional contagion and perceived information quality play parallel mediating roles in the aforementioned relationship, representing the affective reaction and cognitive inference pathways, respectively. Consumers’ need for cognition is a crucial moderating variable, systematically determining the relative weight of the dual pathways. The research conclusions provide theoretical basis and practical guidance for brands to implement precise CEO live-streaming communication strategies based on audience cognitive characteristics.