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題名 直播電商中說服力策略對顧客購買行為之影響：基於文字探勘方法
The Impact of Linguistic Persuasion Strategies on Customer Purchase Behavior in Livestreaming Commerce: A Text Mining Approach
作者 王楚雲
Wang, Chu-Yun
貢獻者 林怡伶
Lin, Yi-Ling
王楚雲
Wang, Chu-Yun
關鍵詞 文字探勘
說服力策略
語言風格
直播電商
Text mining
Persuasion strategy
Linguistic styles
Livestreaming commerce
日期 2024
上傳時間 4-Sep-2024 14:05:08 (UTC+8)
摘要 在直播電商中，直播主的語言語言技巧是影響顧客購買行為的關鍵因素。但目前對於直播主的實證研究是比較少的。本研究透過將 Cialdini 的六大說服原則納入直播主語言說服力分析，擴展了研究範疇，並引入感官型產品類型去了解直播主的說服力策略是否在不同產品類別下對顧客行為有不同影響。我們收集了153 部Facebook 直播影片，並利用基於深度學習的模型進行文本分析。結果顯示，直播主採用互惠、承諾與一致性、社會認同、喜愛度和權威性策略對購買行為有正面影響，而稀缺性則有負面影響。我們還發現，感官型產品類型增強了互惠、承諾與一致性、喜愛度和權威性的影響，但削弱了稀缺性對購買行為的作用。基於這些發現，我們建議主播提供獎勵，積極鼓勵觀眾參與，分享顧客的回饋，分享自身的相關經驗及專業知識，以刺激顧客的購買行為。同時，主播應謹慎使用稀缺性的說辭技巧，以避免減少購買行為。本研究為直播主播提供了提升購買行為的語言說服策略。
In livestreaming commerce, persuasive communication is a key determinant of customer behavior. While existing research focuses on product narrative styles, this study broadens the scope by integrating Cialdini’s six persuasion principles into the analysis of streamer influence. Additionally, we introduce the moderating effect of sensory product type. We collect 153 Facebook Live videos and utilize deep learning-based model for text analysis. Results show that reciprocity, commitment and consistency, social proof, likeability, and authority positively impact purchase behavior, while scarcity negatively impacts it. We also find that sensory product type enhances the impact of reciprocity, commitment and consistency, likability, and authority, but undermines scarcity’s effect on purchase behavior. Based on these findings, we suggest that streamers offer rewards, actively encourage audience engagement, share peer customer responses, share their own relatable experiences, and professional expertise to stimulate customer’s purchasing behavior. Simultaneously, streamers must carefully leverage the speech technique of scarcity to avoid decreasing purchase behavior. This research yields actionable strategies for livestreaming streamers to enhance purchase behavior.
參考文獻 Adaji, I., Oyibo, K., & Vassileva, J. (2020). E-commerce shopping motivation and the influence of persuasive strategies. Frontiers in artificial intelligence, 3, 67. Backhaus, K., Steiner, M., & Lügger, K. (2011). To invest, or not to invest, in brands? drivers of brand relevance in b2b markets. Industrial Marketing Management, 40(7), 1082–1092. Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of marketing, 66(2), 120–141. Bharadwaj, Ballings, Nai, Moore, & Arat. (2022). A new livestream retail analytics framework to assess the sales impact of emotional displays. Journal of Marketing, 86(1), 27–47. Brehm, S. S., & Brehm, J. W. (2013). Psychological reactance: A theory of freedom and control. Academic Press. Burgers & Graaf, D. (2013). Language intensity as a sensationalistic news feature: The influence of style on sensationalism perceptions and effects. Communications, 38(2), 167–188. https://www.degruyter.com/document/doi/10.1515/commun- 2013- 0010/html Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, 398–406. Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5). Chen, Dou, & Xiao. (2023). Understanding the role of live streamers in live-streaming e-commerce. Electronic Commerce Research and Applications, 59, 101266. Chen, Zhang, Liu, & Lu. (2023). Be a good speaker in livestream shopping: A speech act theory perspective. Electronic Commerce Research and Applications, 61. Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511–535. Cho. (2011). Analyzing online customer dissatisfaction toward perishable goods. Journal of Business Research, 64(11), 1245–1250. Cho & Ha. (2004). Consumer choice behavior on the web: The effects of product attributes on willingness to purchase. Journal of Business & Economics Research (JBER), 2(10). Chu, J., Arce-Urriza, M., Cebollada-Calvo, J.-J., & Chintagunta, P. K. (2010). An empirical analysis of shopping behavior across online and offline channels for grocery products: The moderating effects of household and product characteristics. Journal of Interactive Marketing, 24(4), 251–268. Chua, Ingram, & Morris. (2017). From the head and the heart: Locating cognition- and affect-based trust in managers’ professional networks. https://doi.org/10.5465/amj.2008.32625956, 51(3), 436–452. https://journals.aom.org/doi/abs/10.5465/amj.2008.32625956 Chung, N., Song, H. G., & Lee, H. (2017). Consumers’impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management, 29(2), 709–731. Cialdini & Cialdini. (2007). Influence: The psychology of persuasion (Vol. 55). Collins New York. Cialdini & Goldstein. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55, 591–621. De Figueiredo, J. M. (2000). Finding sustainable profitability in electronic commerce. MIT Sloan Management Review, 41(4), 41. Degeratu, A. M., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes. International Journal of research in Marketing, 17(1), 55–78. Dodds, W. B. (2002). The effects of perceived and objective market cues on consumers’ product evaluations. Marketing Bulletin, 13(2), 1–14. Eisend. (2008). Explaining the impact of scarcity appeals in advertising. The mediating role of perceptions of susceptibility. Journal of Advertising, 37(3), 33–40. Fiore, A. M., Jin, H.-J., & Kim, J. (2005). For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology & Marketing, 22(8), 669–694. Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet research, 27(4), 772–785. Gao, Jiang, & Gu. (2023). Understanding the role of streamers in livestreaming commerce: a vocal–visual perspective. Journal of Management Analytics, 10(2), 247–269. https://doi.org/10.1080/23270012.2023.2212380 Gao, Xu, Tayyab, & Li. (2021). How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness. Electronic Commerce Research and Applications, 49. Gardner, W., Mulvey, E. P., & Shaw, E. C. (1995). Regression analyses of counts and rates: Poisson, overdispersed poisson, and negative binomial models. Psychological bulletin, 118(3), 392. Guo, Zhang, & Wang. (2022). Way to success: Understanding top streamer’s popularity and influence from the perspective of source characteristics. Journal of Retailing and Consumer Services, 64. Högberg, J., Ramberg, M. O., Gustafsson, A., & Wästlund, E. (2019). Creating brand engagement through in-store gamified customer experiences. Journal of Retailing and Consumer Services, 50, 122–130. Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635–650. Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of business research, 59(9), 974–981. Kang, Lu, Guo, & Li. (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. Kaptein, M. (2011). Adaptive persuasive messages in an e-commerce setting: The use of persuasion profiles. Kellermann, K., & Shea, B. C. (1996). Threats, suggestions, hints, and promises: Gaining compliance efficiently and politely. Communication Quarterly, 44(2), 145–165. Kiely, T. (1996). The pleasures and perils of selling in cyberspace. Insights from Marketing Science Institute. Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (scommerce) on consumers’trust and trust performance. International Journal of Information Management, 33(2), 318–332. https : / / www . sciencedirect . com/science/article/pii/S0268401212001594 Liao, Chen, Qi, Li, & Yu. (2023). Creating immersive and parasocial live shopping experience for viewers: the role of streamers’ interactional communication style. Journal of Research in Interactive Marketing, 17(1), 140–155. Lim, W. M., Yong, J. L. S., & Suryadi, K. (2014). Consumers’perceived value and willingness to purchase organic food. Journal of Global Marketing, 27(5), 298–307. Liu, Fang, Yang, Han, Hossin, & Wen. (2023). The power of talk: Exploring the effects of streamers’linguistic styles on sales performance in B2B livestreaming commerce. Information Processing and Management, 60(3). Liu & Yu. (2022). Impact of perceived diagnosticity on live streams and consumer purchase intention: Streamer type, product type, and brand awareness as moderators. Information Technology and Management, 1–14. Lopez, A., & Garza, R. (2022). Do sensory reviews make more sense? the mediation of objective perception in online review helpfulness. Journal of Research in Interactive Marketing, 16(3), 438–456. Luo, Cheng, Zhou, Yu, & Lin. (2021). A study on the impact of linguistic persuasive styles on the sales volume of live streaming products in social e-commerce environment. Mathematics, 9(13). Ma, Liu, & Li. (2023). Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’purchase intention. Frontiers in Psychology, 14. Myers, S. (2021). Instagram source effects: The impact of familiarity and likeability on influencer outcomes. Journal of marketing development and competitiveness, 15(3). Pryzant, Chung, & Jurafsky. (2017). Predicting sales from the language of product descriptions (tech. rep.). http://nlp.ist.i. Radford, Kim, Xu, Brockman, McLeavey, & Sutskever, I. (2022). Robust speech recognition via large-scale weak supervision. https://arxiv.org/abs/2212.04356v1 Samant, S., & Prakash, R. (2021). Achieving lean through value stream mapping with constraint programming and simulation technique for complex production systems. International Journal of Industrial and Systems Engineering, 37(1), 119–148. Schneider, D., Klumpe, J., Adam, M., & Benlian, A. (2020). Nudging users into digital service solutions. Electronic Markets, 30, 863–881. Shrum, L., Liu, M., Nespoli, M., & Lowrey, T. M. (2012). Persuasion in the marketplace. Sage. Steuer, J., Biocca, F., Levy, M. R., et al. (1995). Defining virtual reality: Dimensions determining telepresence. Communication in the age of virtual reality, 33, 37–39. Sun, Fu, & Jiang. (2022). Gain-framed product descriptions are more appealing to elderly consumers in live streaming E-commerce: Implications from a controlled experiment. Data and Information Management, 6(4). Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203–220. Vaidyanathan & Aggarwal. (2005, December). Using commitments to drive consistency: Enhancing the effectiveness of cause-related marketing communications. Wongkitrungrueng & Assarut. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. Xie, Du, & Gao. (2022). 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How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer’s perspective. Journal of Retailing and Consumer Services, 68. Zhong, Y., Zhang, Y., Luo, M., Wei, J., Liao, S., Tan, K.-L., & Yap, S. S.-N. (2022). I give discounts, i share information, i interact with viewers: A predictive analysis on factors enhancing college students’ purchase intention in a live-streaming shopping environment. Young Consumers, 23(3), 449–467.
描述 碩士
國立政治大學
資訊管理學系
111356032
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111356032
資料類型 thesis
dc.contributor.advisor 林怡伶zh_TW
dc.contributor.advisor Lin, Yi-Lingen_US
dc.contributor.author (Authors) 王楚雲zh_TW
dc.contributor.author (Authors) Wang, Chu-Yunen_US
dc.creator (作者) 王楚雲zh_TW
dc.creator (作者) Wang, Chu-Yunen_US
dc.date (日期) 2024en_US
dc.date.accessioned 4-Sep-2024 14:05:08 (UTC+8)-
dc.date.available 4-Sep-2024 14:05:08 (UTC+8)-
dc.date.issued (上傳時間) 4-Sep-2024 14:05:08 (UTC+8)-
dc.identifier (Other Identifiers) G0111356032en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/153157-
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) 111356032zh_TW
dc.description.abstract (摘要) 在直播電商中，直播主的語言語言技巧是影響顧客購買行為的關鍵因素。但目前對於直播主的實證研究是比較少的。本研究透過將 Cialdini 的六大說服原則納入直播主語言說服力分析，擴展了研究範疇，並引入感官型產品類型去了解直播主的說服力策略是否在不同產品類別下對顧客行為有不同影響。我們收集了153 部Facebook 直播影片，並利用基於深度學習的模型進行文本分析。結果顯示，直播主採用互惠、承諾與一致性、社會認同、喜愛度和權威性策略對購買行為有正面影響，而稀缺性則有負面影響。我們還發現，感官型產品類型增強了互惠、承諾與一致性、喜愛度和權威性的影響，但削弱了稀缺性對購買行為的作用。基於這些發現，我們建議主播提供獎勵，積極鼓勵觀眾參與，分享顧客的回饋，分享自身的相關經驗及專業知識，以刺激顧客的購買行為。同時，主播應謹慎使用稀缺性的說辭技巧，以避免減少購買行為。本研究為直播主播提供了提升購買行為的語言說服策略。zh_TW
dc.description.abstract (摘要) In livestreaming commerce, persuasive communication is a key determinant of customer behavior. While existing research focuses on product narrative styles, this study broadens the scope by integrating Cialdini’s six persuasion principles into the analysis of streamer influence. Additionally, we introduce the moderating effect of sensory product type. We collect 153 Facebook Live videos and utilize deep learning-based model for text analysis. Results show that reciprocity, commitment and consistency, social proof, likeability, and authority positively impact purchase behavior, while scarcity negatively impacts it. We also find that sensory product type enhances the impact of reciprocity, commitment and consistency, likability, and authority, but undermines scarcity’s effect on purchase behavior. Based on these findings, we suggest that streamers offer rewards, actively encourage audience engagement, share peer customer responses, share their own relatable experiences, and professional expertise to stimulate customer’s purchasing behavior. Simultaneously, streamers must carefully leverage the speech technique of scarcity to avoid decreasing purchase behavior. This research yields actionable strategies for livestreaming streamers to enhance purchase behavior.en_US
dc.description.tableofcontents Abstract i 摘要 ii Contents iii 1 Introduction 1 2 Literature Review 5 2.1 Live-streaming Commerce 5 2.2 Persuasion strategies in live-streaming commerce 7 2.3 Cialdini’s persuasion strategies 9 2.4 Sensory product 9 3 Research model 12 3.1 Reciprocity and customer’s purchase behavior 12 3.2 Commitment and Consistency and customer’s purchase behavior 14 3.3 Social Proof and customer’s purchase behavior 15 3.4 Scarcity and customer’s purchase behavior 16 3.5 Likeability and customer’s purchase behavior 17 3.6 Authority and customer’s purchase behavior 18 3.7 Sensory product type 19 4 Research Methodology 21 4.1 Data collection and processing 21 4.2 Variables Measurements 23 4.2.1 Dependent variable 23 4.2.2 Independent variable 24 4.2.3 Moderating variable 25 4.2.4 Control variable 26 5 Results 28 5.1 Empirical results 28 6 Discussion 32 6.1 Theoretical contribution 34 6.2 Practical contribution 35 6.3 Limitation and Future Research 36 Reference 37zh_TW
dc.format.extent 786144 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111356032en_US
dc.subject (關鍵詞) 文字探勘zh_TW
dc.subject (關鍵詞) 說服力策略zh_TW
dc.subject (關鍵詞) 語言風格zh_TW
dc.subject (關鍵詞) 直播電商zh_TW
dc.subject (關鍵詞) Text miningen_US
dc.subject (關鍵詞) Persuasion strategyen_US
dc.subject (關鍵詞) Linguistic stylesen_US
dc.subject (關鍵詞) Livestreaming commerceen_US
dc.title (題名) 直播電商中說服力策略對顧客購買行為之影響：基於文字探勘方法zh_TW
dc.title (題名) The Impact of Linguistic Persuasion Strategies on Customer Purchase Behavior in Livestreaming Commerce: A Text Mining Approachen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Adaji, I., Oyibo, K., & Vassileva, J. (2020). E-commerce shopping motivation and the influence of persuasive strategies. Frontiers in artificial intelligence, 3, 67. Backhaus, K., Steiner, M., & Lügger, K. (2011). To invest, or not to invest, in brands? drivers of brand relevance in b2b markets. Industrial Marketing Management, 40(7), 1082–1092. Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of marketing, 66(2), 120–141. Bharadwaj, Ballings, Nai, Moore, & Arat. (2022). A new livestream retail analytics framework to assess the sales impact of emotional displays. Journal of Marketing, 86(1), 27–47. Brehm, S. S., & Brehm, J. W. (2013). Psychological reactance: A theory of freedom and control. Academic Press. Burgers & Graaf, D. (2013). Language intensity as a sensationalistic news feature: The influence of style on sensationalism perceptions and effects. Communications, 38(2), 167–188. https://www.degruyter.com/document/doi/10.1515/commun- 2013- 0010/html Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, 398–406. Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5). Chen, Dou, & Xiao. (2023). Understanding the role of live streamers in live-streaming e-commerce. Electronic Commerce Research and Applications, 59, 101266. Chen, Zhang, Liu, & Lu. (2023). Be a good speaker in livestream shopping: A speech act theory perspective. Electronic Commerce Research and Applications, 61. Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511–535. Cho. (2011). Analyzing online customer dissatisfaction toward perishable goods. Journal of Business Research, 64(11), 1245–1250. Cho & Ha. (2004). Consumer choice behavior on the web: The effects of product attributes on willingness to purchase. Journal of Business & Economics Research (JBER), 2(10). Chu, J., Arce-Urriza, M., Cebollada-Calvo, J.-J., & Chintagunta, P. K. (2010). An empirical analysis of shopping behavior across online and offline channels for grocery products: The moderating effects of household and product characteristics. Journal of Interactive Marketing, 24(4), 251–268. Chua, Ingram, & Morris. (2017). From the head and the heart: Locating cognition- and affect-based trust in managers’ professional networks. https://doi.org/10.5465/amj.2008.32625956, 51(3), 436–452. https://journals.aom.org/doi/abs/10.5465/amj.2008.32625956 Chung, N., Song, H. G., & Lee, H. (2017). Consumers’impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management, 29(2), 709–731. Cialdini & Cialdini. (2007). Influence: The psychology of persuasion (Vol. 55). Collins New York. Cialdini & Goldstein. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55, 591–621. De Figueiredo, J. M. (2000). Finding sustainable profitability in electronic commerce. MIT Sloan Management Review, 41(4), 41. Degeratu, A. M., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes. International Journal of research in Marketing, 17(1), 55–78. Dodds, W. B. (2002). The effects of perceived and objective market cues on consumers’ product evaluations. Marketing Bulletin, 13(2), 1–14. Eisend. (2008). Explaining the impact of scarcity appeals in advertising. The mediating role of perceptions of susceptibility. Journal of Advertising, 37(3), 33–40. Fiore, A. M., Jin, H.-J., & Kim, J. (2005). For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology & Marketing, 22(8), 669–694. Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet research, 27(4), 772–785. Gao, Jiang, & Gu. (2023). Understanding the role of streamers in livestreaming commerce: a vocal–visual perspective. Journal of Management Analytics, 10(2), 247–269. https://doi.org/10.1080/23270012.2023.2212380 Gao, Xu, Tayyab, & Li. (2021). 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