从“快买它”到“不买它”：虚拟主播指令性语言的双刃剑效应

From “Buy It Now” to “Don’t Buy It”: The Double-Edged Sword Effect of Virtual Streamers’ Imperative Language

摘要: 人工智能与直播电商的深度融合，使虚拟主播成为消费品行业营销范式变革的重要推手。现有研究关于虚拟主播指令性语言如何影响消费者购买意愿，缺乏系统的理论框架和实证支持。本研究基于语言期望违背理论和购买脚本简化理论，通过三项情境模拟实验，考察指令性语言对购买意愿影响。研究发现，虚拟主播指令性语言通过两条竞争性路径影响购买意愿：一方面，指令性语言通过购买脚本简化正向促进购买意愿；另一方面，由于消费者对虚拟主播存在“萌系角色”的认知预设，指令性语言诱发语言期望违背，引发心理抗拒，负向抑制购买意愿。本研究揭示了虚拟主播语言策略效应的双重影响，挑战了“真人行为镜像”设计逻辑的普适性假设，为企业提出差异化语言策略，以规避简单复制真人话术引发的高期望陷阱。

Abstract: The deep integration of artificial intelligence and live e-commerce has made virtual anchors an important driving force for the transformation of marketing paradigm in the consumer goods industry. The existing research on how the command language of virtual anchors affects consumers’ purchase intention lacks systematic theoretical framework and empirical support. Based on the theory of language expectation violation and the theory of purchase script simplification, this study examines the influence of directive language on purchase intention through three situational simulation experiments. The study found that the command language of the virtual anchor affects the purchase intention through two competitive paths: on the one hand, the command language positively promotes the purchase intention by purchasing script simplification; on the other hand, due to the consumer’s cognitive presupposition of the “sprout role” of the virtual anchor, the directive language induces the violation of the language expectation, triggers the psychological resistance, and negatively inhibits the purchase intention. This study reveals the dual influence of the language strategy effect of virtual anchors, challenges the universal hypothesis of the design logic of ‘mirror image of human behavior’, and proposes differentiated language strategies for enterprises to avoid the high expectation trap caused by simple replication of reality.