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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 4-九月-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). 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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-Ling en_US dc.contributor.author (作者) 王楚雲 zh_TW dc.contributor.author (作者) Wang, Chu-Yun en_US dc.creator (作者) 王楚雲 zh_TW dc.creator (作者) Wang, Chu-Yun en_US dc.date (日期) 2024 en_US dc.date.accessioned 4-九月-2024 14:05:08 (UTC+8) - dc.date.available 4-九月-2024 14:05:08 (UTC+8) - dc.date.issued (上傳時間) 4-九月-2024 14:05:08 (UTC+8) - dc.identifier (其他 識別碼) G0111356032 en_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) 111356032 zh_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 37 zh_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/#G0111356032 en_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 mining en_US dc.subject (關鍵詞) Persuasion strategy en_US dc.subject (關鍵詞) Linguistic styles en_US dc.subject (關鍵詞) Livestreaming commerce en_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 Approach en_US dc.type (資料類型) thesis en_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). 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. 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