Journal of Retailing and Consumer Services最新文献_第2页

Unpacking live streaming addiction: The perspective of self-presentation 解封直播成瘾：自我呈现的视角

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-02-10 DOI: 10.1016/j.jretconser.2026.104763

Xiaofei Song , Xiaohui Liu , Shiying Zheng , Wen Xu

As live streaming has become increasingly prevalent in recent years, concerns over addiction to it are rising. Drawing on self-presentation theory, this study examines how viewers' desire for online self-presentation contributes to live streaming addiction. An online survey collected a sample of 400 responses from viewers of live streams. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was utilized to test our proposed research model. Our findings indicate that social influence and personal control both enhance viewers' inclination to engage in online self-presentation. This inclination indirectly enhances addiction via viewer engagement, which was measured through a two-dimensional construct: monetary and non-monetary engagement. Using moderated mediation analysis and structural equation modeling–artificial neural network (SEM-ANN) methods, we further validated the mediating effect of viewer engagement, with streamer expertise as the moderator. Streamer expertise positively moderates the relationship between online self-presentation desire and engagement, whereas it negatively moderates the impact of engagement on addiction. This study makes three key contributions to the literature: (1) it extends the focus of live streaming research to addiction, highlighting its dark side; (2) it applies self-presentation theory to the live streaming context, thereby enhancing our understanding of online self-presentation; and (3) it offers deeper insights into how the contextual factor-streamers' expertise-influences addiction mechanisms in live streaming. Furthermore, the findings provide valuable practical implications for platforms and policymakers regarding viewer management.

随着近年来直播越来越流行，人们对其上瘾的担忧也在上升。借助自我呈现理论，本研究探讨了观众对在线自我呈现的渴望如何导致直播成瘾。一项在线调查收集了400名直播观众的回复样本。利用偏最小二乘-结构方程模型（PLS-SEM）对我们提出的研究模型进行了验证。我们的研究结果表明，社会影响和个人控制都增强了观众参与网络自我展示的倾向。这种倾向通过观众粘性间接增强了游戏的成瘾性，这是通过二维结构来衡量的：货币粘性和非货币粘性。采用有调节的中介分析和结构方程建模-人工神经网络（SEM-ANN）方法，我们进一步验证了观众参与的中介作用，主播专业度是调节因素。主播专业知识正向调节网络自我呈现欲望与参与度之间的关系，而负向调节参与度对成瘾的影响。本研究对文献的贡献主要有三点：(1)将直播研究的重点扩展到成瘾问题上，突出了其黑暗面；(2)将自我呈现理论运用到直播情境中，增强了我们对网络自我呈现的理解；(3)它提供了更深入的见解，了解情境因素-主播的专业知识-如何影响直播中的成瘾机制。此外，研究结果为平台和决策者在观众管理方面提供了有价值的实际意义。

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引用次数: 0

The paradox of emotional intelligence: How resource scarcity and emotion regulation facilitate consumer fraud 情商悖论：资源稀缺和情绪调节如何促进消费者欺诈

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-02-09 DOI: 10.1016/j.jretconser.2026.104749

Guocheng Li , Shengcheng Xie , Hongyu Huang , Kai Wang

Consumer fraud has become a growing challenge for businesses, eroding trust in marketplace transactions. While prior research has linked perceived resource scarcity to an increased likelihood of fraudulent behavior, the psychological mechanisms behind this relationship remain underexplored. Drawing on the dual-process theory of moral decision-making, this research examines how perceived resource scarcity and emotional intelligence jointly influence consumer fraud. Across six experimental studies, we find that consumers experiencing resource scarcity who possess high emotional intelligence demonstrate greater propensity toward fraudulent actions. This relationship operates through a reduction in embarrassment, which weakens the affective constraints on fraudulent conduct. By unveiling the paradoxical role of emotional intelligence in facilitating unethical behavior under resource scarcity, this research advances theoretical understanding of moral decision-making in consumer contexts and offers actionable insights for organizations aiming to mitigate consumer fraud.

消费者欺诈已成为企业面临的日益严峻的挑战，侵蚀了人们对市场交易的信任。虽然先前的研究已经将感知到的资源稀缺与欺诈行为的可能性增加联系起来，但这种关系背后的心理机制仍未得到充分探讨。利用道德决策的双过程理论，本研究考察了感知资源稀缺性和情绪智力如何共同影响消费者欺诈。在六项实验研究中，我们发现拥有高情商的资源稀缺消费者表现出更大的欺诈倾向。这种关系通过减少尴尬来运作，这削弱了对欺诈行为的情感约束。通过揭示在资源稀缺条件下，情商在促进不道德行为中的矛盾作用，本研究推进了对消费者情境下道德决策的理论理解，并为旨在减少消费者欺诈的组织提供了可操作的见解。

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引用次数: 0

Interactive effects of reminder methods and E-shopping types on consumers' timely parcel pickup intention in self-collection service contexts 自助收件服务情境下提醒方式与网购类型对消费者及时取件意愿的交互影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-02-07 DOI: 10.1016/j.jretconser.2026.104758

Yu Zhang , Ping Liang

Self-collection services have emerged as a key solution to urban last-mile delivery challenges, handling massive parcels amid the surge in e-commerce. However, persistent pickup delays often result in issues like parcel loss and station overcrowding, increasing repeat delivery costs and delaying e-commerce merchants' payment collection, thus urging logistics service providers to optimize reminder strategies. Based on media richness theory and cognitive fit theory, this study explores how reminder methods (robotic calls vs. text messages) and e-shopping types (goal-oriented vs. experiential) influence consumers’ timely pickup intention across different reminder contexts. Findings from three scenario-based experiments reveal that in experiential e-shopping scenarios, text message reminders outperform robotic calls in boosting timely pickup intention. In goal-oriented scenarios, reminder methods show no significant direct effect, but robotic calls more strongly enhance intention by promoting perceived information usefulness. Furthermore, compared with initial reminders, follow-up reminders more effectively improve perceived information usefulness and timely pickup intention regardless of the combination of reminder method and e-shopping type. Consumers with habitual pickup delay exhibit a stronger positive relationship between perceived information usefulness and pickup intention. The conclusions provide guidance for logistics providers to rationally adopt appropriate reminder methods and design personalized, stratified reminder systems to enhance last-mile efficiency.

自助收件服务已成为解决城市最后一英里配送挑战的关键解决方案，在电子商务激增的背景下处理大量包裹。然而，持续的取件延迟往往会导致包裹丢失和站点拥挤等问题，增加重复配送成本，延迟电子商务商家的回款，从而促使物流服务提供商优化提醒策略。基于媒介丰富性理论和认知契合理论，本研究探讨了提醒方式（机器人电话与短信）和电子购物类型（目标导向型与体验型）在不同提醒情境下对消费者及时取件意愿的影响。三个基于场景的实验结果表明，在体验式电子购物场景中，短信提醒在提高及时取货意愿方面优于机器人电话。在目标导向情境下，提醒方法没有显著的直接效果，但机器人呼叫通过促进感知信息有用性更强烈地增强了意图。与初次提醒相比，无论提醒方式与网购类型是否结合，后续提醒都能更有效地提高感知信息有用性和及时取货意愿。习惯性拾取延迟的消费者在感知信息有用性与拾取意愿之间表现出更强的正相关关系。研究结论可指导物流企业合理采用合适的提醒方式，设计个性化、分层的提醒系统，提高最后一公里效率。

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引用次数: 0

The influence of virtual anchor language styles on consumer purchase intentions:The role of psychological vigilance and cultural endorsements 虚拟主播语言风格对消费者购买意愿的影响：心理警戒和文化认同的作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-02-05 DOI: 10.1016/j.jretconser.2026.104750

Hong Huo, Jiayuan Zhao, Jiamin Zhou

With the rise of virtual anchors in live-streaming commerce, understanding their communication strategies is vital. Grounded in the Computers as Social Actors framework and Parasocial Interaction Theory, this study examines the impact of social oriented versus task oriented language on consumer purchase intention. Across three experiments, the findings show that social oriented language increases purchase intention by reducing psychological vigilance, which serves as a full mediator. The study further identifies a key boundary condition in the form of national cultural symbols. These symbols function as cultural endorsements that reduce the psychological vigilance typically elicited by task oriented language, thereby restoring its persuasive effectiveness. Together, the results highlight the central role of psychological vigilance as both a mechanism and a boundary condition in human computer interaction. The findings offer actionable guidance for designing virtual anchors by aligning language strategies with culturally grounded cues that disarm defensive processing and enhance consumer receptivity.

随着虚拟主播在直播商业中的兴起，了解他们的传播策略至关重要。本研究以计算机作为社会行为者框架和准社会互动理论为基础，探讨了社会导向语言和任务导向语言对消费者购买意愿的影响。在三个实验中，研究结果表明，社交导向语言通过降低心理警惕性来增加购买意愿，而心理警惕性是一个完全的中介。研究进一步确定了民族文化符号形式的关键边界条件。这些符号作为文化背书的功能，降低了任务导向语言通常引起的心理警惕性，从而恢复了其说服效果。总之，这些结果突出了心理警惕性作为人机交互机制和边界条件的核心作用。研究结果为设计虚拟主播提供了可行的指导，通过将语言策略与文化基础线索结合起来，消除防御性处理，提高消费者的接受能力。

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引用次数: 0

Virtual or human, male or female? exploring the gender effect of virtual influencers on consumers’ purchase intentions for emerging brands 虚拟还是真人，男性还是女性？探讨虚拟网红对消费者新兴品牌购买意愿的性别影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-02-05 DOI: 10.1016/j.jretconser.2026.104765

Teng Liu, Shenyuan Xue, Kexin Zhang, Cisheng Wu

As artificial intelligence continues to develop rapidly, partnering with virtual influencers is becoming an important marketing strategy recognized and accepted by brands. Analogous to human influencers, whether virtual influencer gender triggers different marketing effectiveness for emerging brands attracts growing scholarly attention. Grounded in celebrity endorsement, parasocial interaction theory, and social role theory, this study conducted four scenario-based experiments (Study 1, N = 317; Study 2a, N = 285; Study 2b, N = 301; Study 3, N = 295) to examine how influencer type and gender affect consumers' purchase intentions across different product type contexts. Results reveal that, regardless of product types, female virtual influencers outperform male virtual influencers in boosting consumers' purchase intentions. In contrast, gender differences among human influencers show no significant differences in marketing outcomes. Further analysis shows that male human influencers generate stronger purchase intentions compared to male virtual influencers, while no such disparity exists between female human and virtual influencers. Additionally, for utilitarian goods, human influencers outperform virtual influencers in enhancing brand awareness and brand attitude, thereby boosting purchase intentions. For hedonic goods, although human influencers do not significantly improve brand awareness, they positively influence brand attitude, which also contributes to increased purchase intentions. Overall, female influencers consistently demonstrate stronger brand promotion effectiveness across different product contexts. Beyond this, influencer type moderates the indirect effects of influencer gender on consumers’ purchase intentions through brand awareness and brand attitude.

随着人工智能的快速发展，与虚拟网红合作正成为品牌认可和接受的重要营销策略。与真人影响者类似，虚拟影响者的性别是否会引发新兴品牌的不同营销效果，引起了越来越多的学术关注。本研究以名人代言理论、副社会互动理论和社会角色理论为基础，开展了四项基于场景的实验（研究1，N = 317；研究2a， N = 285；研究2b， N = 301；研究3，N = 295），探讨不同产品类型情境下网红类型和性别对消费者购买意愿的影响。结果显示，无论产品类型如何，女性虚拟影响者在促进消费者购买意愿方面都优于男性虚拟影响者。相比之下，影响者之间的性别差异在营销结果上没有显着差异。进一步分析表明，男性真人影响者比男性虚拟影响者产生更强的购买意愿，而女性真人影响者和虚拟影响者之间不存在这种差异。此外，对于实用商品，真人影响者在提升品牌知名度和品牌态度方面优于虚拟影响者，从而提高了购买意愿。对于享乐商品，人网红虽然没有显著提高品牌知名度，但积极影响品牌态度，这也有助于增加购买意愿。总体而言，女性网红在不同的产品环境中始终表现出更强的品牌推广效果。除此之外，影响者类型通过品牌意识和品牌态度调节影响者性别对消费者购买意愿的间接影响。

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引用次数: 0

Conspicuous vs. inconspicuous travel consumption displays on social media: Emotional arousal through self-evaluation maintenance lens 社交媒体上炫耀性与不炫耀性的旅行消费表现：自我评价维护镜头下的情绪唤醒

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-02-04 DOI: 10.1016/j.jretconser.2026.104757

Hao Wang , Timothy J. Lee , Sunghyup Sean Hyun

With the growing role of social media in shaping consumption experiences, travel-related posts have become a salient arena for identity signaling and social comparison. Drawing on Self-Evaluation Maintenance theory (SEM), this research develops and tests a dual-path model explaining how conspicuous versus inconspicuous travel consumption displays evoke distinct emotional and self-system processes that drive differentiated envy responses. Across two controlled experiments (N₁ = 282; N₂ = 420), conspicuous displays elicit negative emotional arousal, which amplifies self-identity threat and subsequently increases malicious envy. In contrast, inconspicuous displays generate positive emotional arousal, enhancing state self-esteem and fostering benign envy. Boundary-condition analyses revealed that tie strength and perceived self-relevance further intensified the negative emotional route associated with conspicuous displays. These findings reveal asymmetric emotional mechanisms underlying adverse versus constructive consumer reactions to social media consumption cues, extending SEM and social comparison-based accounts to digital, experience-consumption contexts. Implications are discussed for consumer experience management, travel and lifestyle service branding, and platform/interface design aimed at reducing harmful social comparison while facilitating healthier engagement.

随着社交媒体在塑造消费体验方面的作用越来越大，旅游相关的帖子已经成为身份信号和社会比较的重要场所。利用自我评价维持理论（SEM），本研究开发并检验了一个双路径模型，该模型解释了炫耀性和非炫耀性旅行消费如何引起不同的情感和自我系统过程，从而驱动差异化的嫉妒反应。在两个对照实验中（N1 = 282; N2 = 420），引人注目的表现会引起消极的情绪唤起，从而放大自我认同威胁，随后增加恶意嫉妒。相比之下，不显眼的展示会产生积极的情绪唤起，增强状态自尊，培养良性嫉妒。边界条件分析显示，纽带强度和感知自我关联进一步强化了与炫耀性展示相关的负面情绪路径。这些发现揭示了消费者对社交媒体消费线索的消极反应和积极反应背后的不对称情绪机制，将SEM和基于社会比较的账户扩展到数字、体验消费背景。本文讨论了消费者体验管理、旅游和生活方式服务品牌以及旨在减少有害社会比较、促进更健康参与的平台/界面设计的影响。

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引用次数: 0

Strap it up! Decoding shared electric bike users’ helmet use behavior through a social ecological lens: A configurational approach 系好安全带！基于社会生态视角解读共享电动车用户头盔使用行为：一种配置方法

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-02-03 DOI: 10.1016/j.jretconser.2026.104746

Zhenya Robin Tang , Xueyan Dong , Yuxin Tian , Jianliang Hao , Yang Zhou

The rapid growth of shared electric bike (e-bike) programs has revolutionized urban mobility, offering an eco-friendly and efficient solution for short-distance travel. However, low adoption of helmet by shared e-bike users remains a critical safety concern, leading to heightened risks of injuries in traffic environments. This study applies the social ecological model and employs a configurational approach to investigate factors influencing shared e-bike users’ helmet use intentions and behavior. Drawing on survey data, we examine how individual factors (e.g., personal habits, attitudes), interpersonal factors (e.g., descriptive norms), situational factors (e.g., perceived cleanliness and effort required for helmet use), and public policy factors (e.g., perceived risk of being caught, punishment severity) interact to shape helmet use intentions and behavior. This study contributes to transportation safety literature by offering actionable recommendations for policymakers and program designers to enhance helmet adoption and promote safer e-bike usage.

共享电动自行车（e-bike）项目的快速发展彻底改变了城市交通，为短途出行提供了环保高效的解决方案。然而，共享电动自行车用户对头盔的采用率低仍然是一个严重的安全问题，导致交通环境中受伤的风险增加。本研究运用社会生态模型，采用组态分析方法，探讨了共享电动自行车用户头盔使用意愿和行为的影响因素。根据调查数据，我们研究了个人因素（例如，个人习惯、态度）、人际因素（例如，描述性规范）、情境因素（例如，感知到使用头盔所需的清洁和努力）和公共政策因素（例如，感知到被抓住的风险、惩罚的严重性）如何相互作用，以塑造头盔的使用意图和行为。本研究为政策制定者和项目设计者提供了可行的建议，以促进头盔的采用和更安全的电动自行车使用，从而为交通安全文献做出了贡献。

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引用次数: 0

Forming purchase intention from the metaverse to the real world: A mixed-method study on metaverse experiential consumption values in digital fashion 从虚拟世界到现实世界的购买意愿形成：数字时尚中虚拟世界体验消费价值观的混合方法研究

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-02-02 DOI: 10.1016/j.jretconser.2026.104753

Warinrampai Rungruangjit , Kulachet Mongkol , Kitti Charoenpornpanichkul

The fashion industry is evolving rapidly, with numerous brand managers emphasizing user experience via the metaverse. The integration of these two realms to develop purchase intention from the metaverse to the physical world presents a considerable yet still underexplored challenge for brand managers. By examining how metaverse experiential consumption values (MECVs) affect virtual purchase intention for digital fashion products, this study aims to fill gaps in the literature and clarify how these values subsequently influence real-world purchase intention. This study offers relevant theoretical insights into the progression of knowledge in the fashion industry by utilizing a sequential mixed-methods approach. It is one of the first efforts to augment the theoretical framework by incorporating the theory of consumption values and experiential marketing. Using a qualitative methodology, in-depth interviews were conducted with 15 Generation Z participants to delineate five context-specific dimensions of MECVs within the fashion industry: utilitarian, symbolic, hedonic, immersive experience, and creator economy values. These insights guided the creation of a quantitative online survey targeting 404 Generation Z participants, with partial least squares structural equation modeling (PLS-SEM) used for analysis. The results indicate that each of the five MECVs positively affects virtual purchase intention, which in turn strongly predicts real-world purchase intention. Moreover, virtual purchase intention serves as a mediator in the relationships between the five MECVs and real-world purchase intention. The managerial implications allow marketers, fashion brand managers, and developers of metaverse platforms better understand the experiential consumption values of Generation Z consumers in relation to the fashion industry's metaverse platforms, enabling them to base their marketing strategies on these values with developing varied activities to produce MECVs across five dimensions that influence purchase intentions in both the metaverse and the physical world.

时尚行业正在迅速发展，许多品牌经理都强调通过虚拟世界的用户体验。整合这两个领域以发展从虚拟世界到现实世界的购买意愿，对品牌经理来说是一个相当大但仍未充分探索的挑战。通过研究虚拟体验消费价值观（mecv）如何影响数字时尚产品的虚拟购买意愿，本研究旨在填补文献空白，并阐明这些价值观随后如何影响现实世界的购买意愿。本研究提供了相关的理论见解，以知识的进步，在时尚产业利用顺序混合方法的方法。这是将消费价值理论和体验营销理论结合起来扩充理论框架的首次尝试之一。采用定性方法，对15名Z世代参与者进行了深入访谈，以描绘时尚产业中mecv的五个特定背景维度：实用主义、象征主义、享乐主义、沉浸式体验和创造者经济价值。这些见解指导了针对404名Z世代参与者的定量在线调查的创建，并使用偏最小二乘结构方程模型（PLS-SEM）进行分析。结果表明，五种mecv均对虚拟购买意愿产生正向影响，虚拟购买意愿反过来强烈预测现实购买意愿。此外，虚拟购买意愿在五种mecv与现实购买意愿的关系中起中介作用。管理意义允许营销人员、时尚品牌经理和虚拟世界平台的开发者更好地了解与时尚产业虚拟世界平台相关的Z世代消费者的体验消费价值观，使他们能够根据这些价值观制定营销策略，通过开发各种活动来生产跨五个维度的mecv，从而影响虚拟世界和现实世界的购买意愿。

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引用次数: 0

Unlocking the power of artificial intelligence in customer relationship management: a comprehensive analysis of critical success factors 释放人工智能在客户关系管理中的力量：对关键成功因素的全面分析

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-02-02 DOI: 10.1016/j.jretconser.2026.104754

Cristina Ledro , Anna Nosella , Ilaria Dalla Pozza

This paper addresses the need for comprehensive research on the critical success factors (CSFs) that may facilitate the successful integration of artificial intelligence (AI) for customer relationship management (CRM). While AI offers potential for enhancing CRM strategies, empirical research investigating the factors that support successful AI–CRM integration remains scarce. At the same time, managers face challenges due to uncertainties regarding outcomes, system complexity, and the appropriate use of AI in CRM. Our study contributes to this gap by exploring factors supporting successful AI integration in CRM across multiple industries (primarily service and retail) and application types. We identify 21 CSFs and show how their relevance varies depending on the type of AI application. In particular, we develop a two-dimensional, contingent framework based on two key dimensions of AI applications: the extent of personalized interactions and the degree of user oversight.

The identified factors and the proposed framework extend existing theory by providing a nuanced, contingent perspective on AI–CRM integration. This advancement in understanding enables organizations to better leverage AI's potential more effectively, improve decision-making processes, and support continuous innovation in CRM practices, while recognizing that applicability may vary across contexts.

本文阐述了对关键成功因素（csf）进行全面研究的必要性，这些关键成功因素可能有助于将人工智能（AI）成功集成到客户关系管理（CRM）中。虽然人工智能提供了增强CRM战略的潜力，但调查支持成功的AI - CRM集成的因素的实证研究仍然很少。与此同时，由于结果的不确定性、系统复杂性以及在CRM中适当使用人工智能，管理人员面临着挑战。我们的研究通过探索支持在多个行业（主要是服务和零售）和应用类型的CRM中成功集成AI的因素来弥补这一差距。我们确定了21个csf，并展示了它们的相关性如何根据人工智能应用的类型而变化。特别是，我们基于人工智能应用的两个关键维度开发了一个二维的、偶然的框架：个性化交互的程度和用户监督的程度。确定的因素和提出的框架通过对AI-CRM集成提供细微的、偶然的视角来扩展现有理论。这种理解上的进步使组织能够更好地利用人工智能的潜力，更有效地改进决策过程，并支持CRM实践中的持续创新，同时认识到不同环境的适用性可能会有所不同。

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引用次数: 0

Decoding the drivers of consumer engagement and purchase intentions in live streaming by foreign ambassadors: A two-phased SEM-ANN approach 解读外国大使直播中消费者参与和购买意愿的驱动因素：两阶段SEM-ANN方法

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-29 DOI: 10.1016/j.jretconser.2026.104741

Zhao Han , Yuan Meng , Hongnai Zhang

The purpose of this research is to examine the determinants of consumer engagement in live streaming sessions hosted by foreign ambassadors. Drawing on the stimulus-organism-response (SOR) model and media richness theory (MRT), the study examines how five key stimuli in live streaming by foreign ambassadors, along with consumer affinity and social gratification, shape consumer behavior. Using survey data from Chinese consumers, the study employs least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) analysis to test a model in which perceived uniqueness, ritual, reliability, novelty, and interactivity influence purchase intention mainly by enhancing consumer affinity and social gratification. Consumer affinity and social gratification increase consumer engagement, which further strengthens purchase intention. Overall, the findings suggest that the diplomatic identity of foreign ambassadors and the way they present culture, interaction, and ritual in live streaming can foster both emotional attachment to their home countries and a sense of social enjoyment among viewers. These insights extend theoretical discussions on streamer identity and international marketing by (a) introducing foreign ambassadors as a novel, diplomatic streamer category, and (b) empirically validating consumer affinity and social gratification as dual, parallel psychological mechanisms within the SOR framework that explain how ambassador-specific stimuli translate to consumer responses in cross-cultural digital diplomacy contexts. The study also offers practical guidance for foreign ambassadors and live streaming platforms in designing cross-cultural live streaming strategies and facilitating international consumer communication.

本研究的目的是研究消费者参与外国大使主持的直播会议的决定因素。利用刺激-有机体-反应（SOR）模型和媒体丰富度理论（MRT），该研究考察了外国大使直播中的五个关键刺激因素，以及消费者亲和力和社会满足感如何塑造消费者行为。本研究利用中国消费者的调查数据，采用最小二乘结构方程模型（PLS-SEM）和人工神经网络（ANN）分析，验证了感知独特性、仪式性、可靠性、新颖性和互动性主要通过增强消费者亲和力和社会满足感来影响购买意愿的模型。消费者亲和力和社会满足增加了消费者参与，进而增强了购买意愿。总体而言，研究结果表明，外国大使的外交身份以及他们在直播中展示文化、互动和仪式的方式，可以培养观众对本国的情感依恋和社会享受感。这些见解扩展了关于主播身份和国际营销的理论讨论，通过(a)将外国大使作为一种新颖的外交主播类别引入，以及(b)在SOR框架内实证验证消费者亲和力和社会满足感是双重的，平行的心理机制，解释了大使特定的刺激如何转化为跨文化数字外交背景下的消费者反应。该研究还为外国大使和直播平台设计跨文化直播策略和促进国际消费者沟通提供了实践指导。

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引用次数: 0