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題名 以機器學習探討直播主語言及非語言線索對購買意願的影響
The Impacts of Streamer's Verbal and Non-verbal Cues on Customer Purchase Intentions: A Machine Learning Approach作者 陳亭妤
Chen, Ting-Yu貢獻者 彭志宏<br>李怡慧
Peng, Chih-Hung<br>Lee, Yi-Hui
陳亭妤
Chen, Ting-Yu關鍵詞 直播
語言行為理論
購買意圖
情感表達
機器學習
Live-streaming
Speech act theory
Purchase intention
Emotional expression
Machine learning日期 2024 上傳時間 1-Jul-2024 12:35:05 (UTC+8) 摘要 在直播環境中，主播的表現包括語言和非語言線索顯著地影響顧客的購買意圖，本研究基於語言行為理論，將語言分為五種類型(即斷言、表達、指令、承諾和宣告)。我們檢視了語言意圖類別對顧客購買意圖的影響，此外還引入了情感表達的概念作為調節變數。我們收集並分析台灣最大直播平台的153個影片，研究發現斷言和指令類型的語句對購買意圖有正面影響，而表達類型的語句則會削弱其意願，我們還發現較高的情感表達可以增強指令性語句的影響，但會削弱斷言性語言的效果。基於這些見解，我們建議主播應著重於詳細的產品描述和積極與觀眾互動，並在直播中謹慎流露其情緒表達，本研究為主播提供表演實用指南，進而增加顧客購買意圖。
In a live-streaming context, streamer performance—characterized by verbal and nonverbal cues—significantly influences customer purchase intentions. Drawing on speech act theory, this study categorizes speech phrases into five categories (i.e., assertive, expressive, directive, commissive, and declarative). We examine the impacts of speech intent categories on customer purchase intention. Furthermore, we introduce and examine the moderating effect of an emotional expression. We collect and analyze 153 videos from the largest streaming platform in Taiwan. We find that using more assertive and directive phrases is positively related to customer purchase intentions, while using more expressive phrases is negatively related to customer purchase intention. We also find that high emotional expression enhances the impact of directive speech but undermines assertive speech. Based on these findings, we suggest that streamers focus on detailed product descriptions and active audience engagement, and carefully express their emotions in the live-streaming area. This study provides practical guidelines for streamers to manage their performances and thereby enhance customer purchase intentions.參考文獻 Akinwotu, S. A. (2013). A speech act analysis of the acceptance of nomination speeches of chief obafemi awolowo and chief mko abiola. English Linguistics Research, 2(1), 43–51. Albers, M. J. (2012). Communication as reducing uncertainty. Proceedings of the 30th ACM international conference on Design of communication, 1–8. Austin, J. (1962). Speech acts. Bharadwaj, N., Ballings, M., Naik, P. A., Moore, M., & Arat, M. M. (2022). A new livestream retail analytics framework to assess the sales impact of emotional displays. Journal of Marketing, 27–47. https://doi.org/10.1177/00222429211013042 Bhat, S. A., & Darzi, M. A. (2020). Online service quality determinants and etrust in internet shopping: A psychometric approach. Vikalpa, 45(4), 207–222. BorràsComes, J., Roseano, P., Vanrell, M. d. M., Chen, A., & Prieto, P. (2011). Perceiving uncertainty: Facial gestures, intonation, and lexical choice. Proceedings of GESPIN. Business Research Insights. (2023). Live ecommerce market size, share, growth, and industry analysis by type (domestic, transboundary and others), by application (clothes, cosmetics, daily necessities, food and other) regional forecast from 2022 to 2028. Retrieved October 17, 2023, from https://www.businessresearchinsights.com/marketreports/liveecommercemarket102558 Chen, A., Zhang, Y., Liu, Y., & Lu, Y. (2023a). Be a good speaker in livestream shopping: A speech act theory perspective. Electronic Commerce Research and Applications, 61, 101301. Chen, H., Chen, H., & Tian, X. (2022). The dualprocess model of product information and habit in influencing consumers’purchase intention: The role of live streaming features. Electronic Commerce Research and Applications, 53, 101150. Chen, X., Shen, J., & Wei, S. (2023b). What reduces product uncertainty in live streaming ecommerce? from a signal consistency perspective. Journal of Retailing and Consumer Services, 74, 103441. Chen, Y., & Wyer Jr, R. S. (2020). The effects of endorsers’ facial expressions on status perceptions and purchase intentions. International Journal of Research in Marketing, 37(2), 371–385. Darke, P. R., Brady, M. K., Benedicktus, R. L., & Wilson, A. E. (2016). Feeling close from afar: The role of psychological distance in offsetting distrust in unfamiliar online retailers. Journal of Retailing, 92(3), 287–299. Devlin, J., Chang, M.W., Lee, K., & Toutanova, K. (2018). Bert: Pretraining of deep bidirectional transformers for language understanding. arXiv preprint arXiv:1810.04805. Dimoka, A., Hong, Y., & Pavlou, P. A. (2012). On product uncertainty in online markets: Theory and evidence. MIS quarterly, 395–426. Eicoff, A. (1995). Direct marketing through broadcast media: Tv, radio, cable, infomercials, home shopping, and more. (No Title). Ekman, P., & Friesen, W. V. (1971). Constants across cultures in the face and emotion. Journal of personality and social psychology, 17(2), 124. Fang, J., Chen, L., Wen, C., & Prybutok, V. R. (2018). Coviewing experience in video websites: The effect of social presence on eloyalty. International Journal of Electronic Commerce, 22(3), 446–476. Gao, T., Sirgy, M. J., & Bird, M. M. (2005). Reducing buyer decisionmaking uncertainty in organizational purchasing: Can supplier trust, commitment, and dependence help? Journal of Business Research, 58(4), 397–405. Giertz, J. N., Weiger, W. H., Törhönen, M., & Hamari, J. (2022). Content versus community focus in live streaming services: How to drive engagement in synchronous social media. Journal of Service Management, 33(1), 33–58. Goh, M. L., Tan, S. H., & Tan, V. D. (2023). How flow experience and advertising value influence purchase intention towards the mobile advertisement? 2023 International Conference on Digital Applications, Transformation & Economy (ICDATE), 1–5. Guo, S., Wang, M., & Leskovec, J. (2011). The role of social networks in online shopping: Information passing, price of trust, and consumer choice. Proceedings of the 12th ACM conference on Electronic commerce, 157–166. Guo, Y., Zhang, K., & Wang, C. (2022). Way to success: Understanding top streamer’s popularity and influence from the perspective of source characteristics. Journal of Retailing and Consumer Services, 64, 102786. HilvertBruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of livestreaming viewer engagement on twitch. Computers in Human Behavior, 84, 58–67. Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56, 102251. Kim, M., & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology & Marketing, 25(2), 146–178. Kotlyar, I., & Ariely, D. (2013). The effect of nonverbal cues on relationship formation. Computers in Human Behavior, 29(3), 544–551. Laroche, M., Habibi, M. R., & Richard, M.O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International journal of information management, 33(1), 76–82. Liao, M., Fang, J., Han, L., Wen, L., Zheng, Q., & Xia, G. (2023). Boosting ecommerce sales with livestreaming in b2b marketplace: A perspective on live streamers’competencies. 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國立政治大學
資訊管理學系
111356011資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111356011 資料類型 thesis dc.contributor.advisor 彭志宏<br>李怡慧 zh_TW dc.contributor.advisor Peng, Chih-Hung<br>Lee, Yi-Hui en_US dc.contributor.author (Authors) 陳亭妤 zh_TW dc.contributor.author (Authors) Chen, Ting-Yu en_US dc.creator (作者) 陳亭妤 zh_TW dc.creator (作者) Chen, Ting-Yu en_US dc.date (日期) 2024 en_US dc.date.accessioned 1-Jul-2024 12:35:05 (UTC+8) - dc.date.available 1-Jul-2024 12:35:05 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2024 12:35:05 (UTC+8) - dc.identifier (Other Identifiers) G0111356011 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152053 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 111356011 zh_TW dc.description.abstract (摘要) 在直播環境中，主播的表現包括語言和非語言線索顯著地影響顧客的購買意圖，本研究基於語言行為理論，將語言分為五種類型(即斷言、表達、指令、承諾和宣告)。我們檢視了語言意圖類別對顧客購買意圖的影響，此外還引入了情感表達的概念作為調節變數。我們收集並分析台灣最大直播平台的153個影片，研究發現斷言和指令類型的語句對購買意圖有正面影響，而表達類型的語句則會削弱其意願，我們還發現較高的情感表達可以增強指令性語句的影響，但會削弱斷言性語言的效果。基於這些見解，我們建議主播應著重於詳細的產品描述和積極與觀眾互動，並在直播中謹慎流露其情緒表達，本研究為主播提供表演實用指南，進而增加顧客購買意圖。 zh_TW dc.description.abstract (摘要) In a live-streaming context, streamer performance—characterized by verbal and nonverbal cues—significantly influences customer purchase intentions. Drawing on speech act theory, this study categorizes speech phrases into five categories (i.e., assertive, expressive, directive, commissive, and declarative). We examine the impacts of speech intent categories on customer purchase intention. Furthermore, we introduce and examine the moderating effect of an emotional expression. We collect and analyze 153 videos from the largest streaming platform in Taiwan. We find that using more assertive and directive phrases is positively related to customer purchase intentions, while using more expressive phrases is negatively related to customer purchase intention. We also find that high emotional expression enhances the impact of directive speech but undermines assertive speech. Based on these findings, we suggest that streamers focus on detailed product descriptions and active audience engagement, and carefully express their emotions in the live-streaming area. This study provides practical guidelines for streamers to manage their performances and thereby enhance customer purchase intentions. en_US dc.description.tableofcontents Abstract i 摘要 ii Contents iii 1 Introduction 1 2 Literature Review 4 2.1 Live-streaming commerce 4 2.2 Speech act theory 7 2.3 Emotional expressions 9 3 Hypotheses 12 3.1 Main effect 12 3.2 Moderating effect 16 4 Methodology 18 4.1 Data collection 18 4.2 Variables measurement 19 4.2.1 Dependent variable 19 4.2.2 Independent variables 19 4.2.3 Moderator 20 4.2.4 Control variables 21 5 Results 24 5.1 Empirical results 26 6 Discussion 28 6.1 Theoretical contributions 29 6.2 Practical contributions 31 6.3 Limitations and Future Extensions 31 Reference 33 Appendix A Sales 41 Appendix B Example of ‘+1’ 42 Appendix C Bidirectional Encoder Representations from Transformers (BERT) 43 Appendix D Measurement Process 45 zh_TW dc.format.extent 3398045 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111356011 en_US dc.subject (關鍵詞) 直播 zh_TW dc.subject (關鍵詞) 語言行為理論 zh_TW dc.subject (關鍵詞) 購買意圖 zh_TW dc.subject (關鍵詞) 情感表達 zh_TW dc.subject (關鍵詞) 機器學習 zh_TW dc.subject (關鍵詞) Live-streaming en_US dc.subject (關鍵詞) Speech act theory en_US dc.subject (關鍵詞) Purchase intention en_US dc.subject (關鍵詞) Emotional expression en_US dc.subject (關鍵詞) Machine learning en_US dc.title (題名) 以機器學習探討直播主語言及非語言線索對購買意願的影響 zh_TW dc.title (題名) The Impacts of Streamer's Verbal and Non-verbal Cues on Customer Purchase Intentions: A Machine Learning Approach en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Akinwotu, S. A. (2013). A speech act analysis of the acceptance of nomination speeches of chief obafemi awolowo and chief mko abiola. English Linguistics Research, 2(1), 43–51. Albers, M. J. (2012). Communication as reducing uncertainty. Proceedings of the 30th ACM international conference on Design of communication, 1–8. Austin, J. (1962). Speech acts. Bharadwaj, N., Ballings, M., Naik, P. A., Moore, M., & Arat, M. M. (2022). A new livestream retail analytics framework to assess the sales impact of emotional displays. Journal of Marketing, 27–47. https://doi.org/10.1177/00222429211013042 Bhat, S. A., & Darzi, M. A. (2020). Online service quality determinants and etrust in internet shopping: A psychometric approach. Vikalpa, 45(4), 207–222. BorràsComes, J., Roseano, P., Vanrell, M. d. M., Chen, A., & Prieto, P. (2011). Perceiving uncertainty: Facial gestures, intonation, and lexical choice. Proceedings of GESPIN. Business Research Insights. (2023). Live ecommerce market size, share, growth, and industry analysis by type (domestic, transboundary and others), by application (clothes, cosmetics, daily necessities, food and other) regional forecast from 2022 to 2028. Retrieved October 17, 2023, from https://www.businessresearchinsights.com/marketreports/liveecommercemarket102558 Chen, A., Zhang, Y., Liu, Y., & Lu, Y. (2023a). Be a good speaker in livestream shopping: A speech act theory perspective. Electronic Commerce Research and Applications, 61, 101301. Chen, H., Chen, H., & Tian, X. (2022). The dualprocess model of product information and habit in influencing consumers’purchase intention: The role of live streaming features. Electronic Commerce Research and Applications, 53, 101150. Chen, X., Shen, J., & Wei, S. (2023b). What reduces product uncertainty in live streaming ecommerce? from a signal consistency perspective. Journal of Retailing and Consumer Services, 74, 103441. Chen, Y., & Wyer Jr, R. S. (2020). The effects of endorsers’ facial expressions on status perceptions and purchase intentions. International Journal of Research in Marketing, 37(2), 371–385. Darke, P. R., Brady, M. K., Benedicktus, R. L., & Wilson, A. E. (2016). Feeling close from afar: The role of psychological distance in offsetting distrust in unfamiliar online retailers. Journal of Retailing, 92(3), 287–299. Devlin, J., Chang, M.W., Lee, K., & Toutanova, K. (2018). Bert: Pretraining of deep bidirectional transformers for language understanding. arXiv preprint arXiv:1810.04805. Dimoka, A., Hong, Y., & Pavlou, P. A. (2012). On product uncertainty in online markets: Theory and evidence. MIS quarterly, 395–426. Eicoff, A. (1995). Direct marketing through broadcast media: Tv, radio, cable, infomercials, home shopping, and more. (No Title). Ekman, P., & Friesen, W. V. (1971). Constants across cultures in the face and emotion. Journal of personality and social psychology, 17(2), 124. Fang, J., Chen, L., Wen, C., & Prybutok, V. R. (2018). Coviewing experience in video websites: The effect of social presence on eloyalty. International Journal of Electronic Commerce, 22(3), 446–476. Gao, T., Sirgy, M. J., & Bird, M. M. (2005). Reducing buyer decisionmaking uncertainty in organizational purchasing: Can supplier trust, commitment, and dependence help? Journal of Business Research, 58(4), 397–405. Giertz, J. N., Weiger, W. H., Törhönen, M., & Hamari, J. (2022). Content versus community focus in live streaming services: How to drive engagement in synchronous social media. Journal of Service Management, 33(1), 33–58. Goh, M. L., Tan, S. H., & Tan, V. D. (2023). How flow experience and advertising value influence purchase intention towards the mobile advertisement? 2023 International Conference on Digital Applications, Transformation & Economy (ICDATE), 1–5. Guo, S., Wang, M., & Leskovec, J. (2011). The role of social networks in online shopping: Information passing, price of trust, and consumer choice. Proceedings of the 12th ACM conference on Electronic commerce, 157–166. Guo, Y., Zhang, K., & Wang, C. (2022). Way to success: Understanding top streamer’s popularity and influence from the perspective of source characteristics. Journal of Retailing and Consumer Services, 64, 102786. HilvertBruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of livestreaming viewer engagement on twitch. Computers in Human Behavior, 84, 58–67. Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56, 102251. Kim, M., & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology & Marketing, 25(2), 146–178. 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