【摘要】 本文借鉴劣势者效应和互动仪式链等理论,通过三个实验从受众认知和情感角度,分析了不同互动类型(关系导向vs.任务导向)网络直播场景下,主播互动策略(示强vs.示弱)对受众打赏意愿的影响机制。研究发现:在关系导向型网络直播场景下,主播采取示弱互动策略更易引发受众打赏意愿;在任务导向型网络直播场景下,主播采取示强互动策略更易引发受众打赏意愿;情感能量和主播认同在互动类型与互动策略对受众打赏意愿的交互影响中起中介作用。更多还原

【Abstract】 China’s live video streaming market has experienced a rapid growth, but in the meantime the competition is becoming increasingly fierce, the loss rate of platform users is increasing, the number of active users is decreasing, and the profitability is declining. Onlinereward has gradually returned from madness to rationality, showing an obvious leading effect. The reason is that the online interaction between the host and the audience is a very important factor. In different types of live video streaming, how to take a reasonable and ingenious interactive strategy to intrigue the audience and stimulate their reward intention is an im-portant practical problem to be solved by the live video streaming platform and the hosts. The prevalence of live video streaming and online reward has attracted researchers’ atten-tion. There are some studies on online reward, but they are still in the infancy. The rela-tionship between online interaction and consumers’ purchase intention is concerned, but the research on the interaction between the host and the audience in the live video streaming and its influence mechanism on reward, the special purchase intention, is still relatively scarce.By adopting the theory of underdog effect and interaction ritual chain, this paper conducts three experiments to analyze the influence mechanism of different interaction types(rela-tionship oriented vs. task oriented) on the audience’s reward intention in the live video streaming when the host uses different interaction strategies(top dog strategy vs. underdog strategy). Experiment 1 examines the influence of the host’s interaction strategy(top dog strategy vs. underdog strategy) on the audience’s reward intention in the interaction types of relationship oriented. Experiment 2 examines the mediating effect of emotional energy and host identity on the relationship between interaction strategies(top dog strategy vs. un-derdog strategy) and the audience’s reward intention in the relationship-oriented interaction types. Experiment 3 examines the influence of the host’s interaction strategy(top dog strategy vs. underdog strategy) on the audience’s reward intention, and the mediating role of emotional energy and host identity in the taskoriented interaction types. The research results of this paper are as follows. The underdog strategy of hosts is more likely to trigger the audience’s reward intention under the relationship-oriented interaction in the live video streaming; the top dog strategy of the host is more likely to trigger the audience’s reward intention interaction under the task-oriented interaction in the live video streaming; and the proposed moderated mediation hypotheses has been verified, with emotional energy and the identity of the host as important moderators.The theoretical contributions of this paper are as follows.(1) The in-depth analysis of the audience’s reward intention in the live video streaming makes up for the lack of existing research to a certain extent, and further enriches and expands the research field of network marketing and social media marketing.(2) Online reward is not only a special online con-sumption behavior, but also an online interaction behavior between the host and the audi-ence. Based on the theory of underdog effect, this paper discusses the different influences of the host’s interaction strategies on the audience’s reward intention indifferent interaction types, and further deepens and refines the research on the relationship between online in-teraction and consumer behavior in the new media.(3) By applying the theory of interaction ritual chain in sociology to the fields of marketing and live video streaming, this paper clari-fies the specific influence mechanism of interaction types and interaction strategies on the audience’s reward intention from the cognitive and emotional perspectives, which further expands the application scope of the theory of interaction ritual chain, and also provides certain reference for the follow-up research. In addition, this paper also has some practical value on how to effectively use online interactive strategies to stimulate the audience’s re-ward intention.更多还原