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“Fight for me and I will be with you”: How product deciphering app digital activism influences user loyalty “为我而战,我将与你同在”:产品解读应用数字激进主义如何影响用户忠诚度
IF 8.2 2区 管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS Pub Date : 2025-08-28 DOI: 10.1016/j.im.2025.104240
Richard Huaman-Ramirez , Aranzazu Gaztelumendi , Zeeshan A. Bhatti , Francisco Guzman , Jean Pfiffelmann
Although the use of product deciphering applications (PDAs)—such as Yuka and Fooducate—is becoming increasingly common, there remains a lack of research on how users perceive these apps, and specifically how PDAs’ perceived digital activism influences user loyalty. PDAs are mobile applications that allow users to scan the composition or contents of products, providing precise information about how these products may affect their health. However, users also perceive these PDAs as engaging in digital activism: advocating for users by actively promoting significant change regarding (potentially) unethical practices by certain product manufacturers. This paper investigates the mechanisms (i.e., perceived app authenticity and self-app connection) and conditions (i.e., political ideology and health consciousness) through which perceived digital activism in PDAs affects user loyalty. Four quantitative studies were conducted in France, involving a total of 832 individuals (exploratory pre-study: N₁ = 61; confirmatory pre-study: N₂ = 122; cross-sectional study: N₃ = 403; experimental study: N₄ = 246). Data were analysed using Partial Least Squares Structural Equation Modelling, OLS regression, and ANOVA. Results show that perceived app authenticity and self-app connection both mediate the relationship between perceived digital activism and user loyalty. These mediators are further moderated by political ideology and health consciousness—i.e., the effects of perceived digital activism on user loyalty via perceived app authenticity or self-app connection are stronger for liberal than for conservative users, and stronger for high health-conscious than for low health-conscious users.
尽管产品解密应用程序(pda)的使用——如Yuka和fooduca——正变得越来越普遍,但关于用户如何看待这些应用程序,特别是pda感知的数字激进主义如何影响用户忠诚度的研究仍然缺乏。pda是一种移动应用程序,允许用户扫描产品的成分或内容,提供有关这些产品如何影响其健康的精确信息。然而,用户也认为这些pda参与了数字行动主义:通过积极推动某些产品制造商(潜在的)不道德行为的重大改变来倡导用户。本文研究了pda中感知到的数字行动主义影响用户忠诚度的机制(即感知到的应用真实性和自我应用连接)和条件(即政治意识形态和健康意识)。在法国进行了四项定量研究,共涉及832人(探索性预研究:N₁= 61;验证性预研究:N₂= 122;横断面研究:N₃= 403;实验性研究:N₄= 246)。数据分析采用偏最小二乘结构方程模型、OLS回归和方差分析。研究结果表明,应用真实性感知和应用自我连接在数字行动主义感知和用户忠诚度之间起中介作用。这些中介进一步受到政治意识形态和健康意识的制约。通过感知应用真实性或自我应用连接,感知数字激进主义对用户忠诚度的影响在自由派用户中强于保守派用户,在高健康意识用户中强于低健康意识用户。
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引用次数: 0
Unpacking the vendor–task fit in crowdsourcing contests: Antecedents of vendors’ bidding behavior and outcomes 解开众包竞赛中供应商与任务的契合:供应商竞标行为和结果的前提
IF 8.2 2区 管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS Pub Date : 2025-08-27 DOI: 10.1016/j.im.2025.104239
Xiaolun Wang , Tianrun Zhao , Yuxiang (Chris) Zhao , Jie Gu
On online crowdsourcing platforms, to help employers identify the right vendor for the appropriate task from a variety of choices, it is important to evaluate the vendor–task fit (VTF), the degree to which a vendor’s competence fits a particular task. To address gaps in fit theories, we conceptualize VTF as consisting of two core dimensions – experience similarity and skill matching – based on a vendor’s experience and skills. From the perspective of a vendor’s cost–benefit analysis in crowdsourcing contests, we propose an intricate relationship between VTF, vendors’ bidding behavior (bidding prices), and bidding outcomes (winning probabilities). Using a sample of 5,141 bidding tasks collected from epwk.com from 2010 to 2023, we trained the Doc2Vec deep-learning algorithm to compute VTF. Our findings indicate that experience similarity lowers vendors’ bidding prices and improves bidding outcomes, while skill matching increases vendors’ bidding prices without affecting bidding outcomes. In addition, task complexity and capability level positively moderate the effect of experience similarity on bidding prices, whereas competition intensity has no significant effect. This study enriches theories of fit between tasks and vendors’ competencies in crowdsourcing contests, and offers practical insights for vendors, employers, and crowdsourcing platforms.
在在线众包平台上,为了帮助雇主从众多选择中找到合适的供应商来完成合适的任务,评估供应商-任务契合度(VTF)是很重要的,即供应商的能力与特定任务的契合程度。为了解决契合理论中的差距,我们将VTF概念化为基于供应商经验和技能的两个核心维度——经验相似性和技能匹配。从众包竞争中供应商成本效益分析的角度出发,提出了VTF、供应商投标行为(投标价格)和投标结果(中标概率)之间的复杂关系。使用epwk.com从2010年到2023年收集的5141个投标任务样本,我们训练Doc2Vec深度学习算法来计算VTF。研究结果表明,经验相似性降低了供应商的投标价格,提高了投标结果,而技能匹配提高了供应商的投标价格,但不影响投标结果。任务复杂性和能力水平正向调节经验相似性对投标价格的影响,而竞争强度对投标价格的影响不显著。本研究丰富了众包竞赛中任务与供应商能力匹配的理论,并为供应商、雇主和众包平台提供了实践见解。
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引用次数: 0
When digital technologies meet lean production: A socio-technical system perspective for operational efficiency and innovativeness 当数字技术满足精益生产:运营效率和创新的社会技术系统视角
IF 8.2 2区 管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS Pub Date : 2025-08-27 DOI: 10.1016/j.im.2025.104238
Yefei Yang , Rachel W.Y. Yee , Peter K.C. Lee , Jing han Zhu
In this work, we sought to theoretically hypothesize and empirically investigate the effect of digital technologies on firms’ operational performance and the moderating effect of lean production (LP) on this relationship, from the perspective of the socio-technical systems theory. The hypothesized relationships are examined based on an event study of 303 lean manufacturing companies adopting digital technologies in China between 2010 and 2021. Results demonstrate that the effect of digital technologies on enhanced operational efficiency is more pronounced for firms implementing people-oriented LP practices, while LP’s effect on diminished innovativeness is more obvious for firms undertaking process-oriented LP practices.
在这项工作中,我们试图从社会技术系统理论的角度,从理论上假设和实证研究数字技术对企业经营绩效的影响以及精益生产(LP)对这种关系的调节作用。本文通过对2010年至2021年间中国303家采用数字化技术的精益制造企业的事件研究,对上述假设关系进行了检验。结果表明,数字技术对以人为本的有限合伙人的运营效率的提升作用更为明显,而对以流程为导向的有限合伙人的创新能力的降低作用更为明显。
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引用次数: 0
How does distance from competitors impact online quality ratings? Empirical analysis of data from Zomato 与竞争对手的距离如何影响在线质量评级?Zomato数据的实证分析
IF 8.2 2区 管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS Pub Date : 2025-08-19 DOI: 10.1016/j.im.2025.104237
Tarun Jain , Satyam Mukherjee
The quality of a product offering is vital for the success of a business. In this paper, we study how the local competition dynamics impact product quality decisions (measured by quality ratings over online platforms). Furthermore, we also evaluate how the extent of similarity in product offering between competing businesses impacts the quality rating differential between them. We begin by analyzing a game-theoretic model to formulate our research hypothesis. In addition, we empirically examine how location and product similarity influence quality decision differentials, using a dataset from Zomato that features restaurants in Bangalore, India. We implement natural language processing to estimate product similarity among various restaurants. Our analysis indicates a positive association between the distance between competing businesses and the differential in online ratings. Furthermore, we observe that high product differentiation is correlated with greater rating differentials between competing businesses. Our results imply that businesses entering a particular locality should consider geographical separation and product differentiation from competing businesses while making product quality investment decisions.
产品的质量对企业的成功至关重要。在本文中,我们研究了本地竞争动态如何影响产品质量决策(通过在线平台的质量评级来衡量)。此外,我们还评估了竞争企业之间产品提供的相似性程度如何影响它们之间的质量评级差异。我们首先分析一个博弈论模型来制定我们的研究假设。此外,我们使用来自Zomato的以印度班加罗尔餐厅为特征的数据集,实证研究了位置和产品相似性如何影响质量决策差异。我们实现了自然语言处理来估计不同餐厅之间的产品相似度。我们的分析表明,竞争企业之间的距离与在线评级差异之间存在正相关关系。此外,我们观察到高产品差异化与竞争企业之间更大的评级差异相关。我们的研究结果表明,进入特定地区的企业在做出产品质量投资决策时,应考虑与竞争企业的地理隔离和产品差异化。
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引用次数: 0
How enterprise social media facilitate proactive socialization behavior and compensate for mentoring: The role of communication visibility 企业社会化媒体如何促进主动社会化行为并补偿师徒关系:传播可见性的作用
IF 8.2 2区 管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS Pub Date : 2025-08-13 DOI: 10.1016/j.im.2025.104236
Di Cai , Yong Zhang , Shengming Liu , Jia Liu , Li Yao
Although recent research indicates the positive role of enterprise social media (ESM) in the newcomer socialization process, the underlying mechanism and how it interacts with traditional mentoring to influence proactive newcomer socialization remain underexplored. Drawing on the social media affordance perspective and communication visibility theory, this study examines how ESM use for organizational communication influences proactive newcomer socialization behavior. In a lagged survey of 194 newcomers, we find that ESM use for organizational communication affects proactive socialization behavior positively via message transparency and network translucence. Furthermore, perceived mentoring quality reduces the effect of ESM use for organizational communication on proactive socialization behavior. These results contribute to the understanding of ESM’s role in promoting proactive newcomer socialization behavior.
虽然最近的研究表明企业社交媒体(ESM)在新人社会化过程中的积极作用,但其潜在的机制以及它如何与传统的指导相互作用来影响主动的新人社会化仍未得到充分的探讨。本研究运用社交媒体可视性理论和社交媒体可视性理论,探讨组织沟通中ESM对新员工主动社会化行为的影响。在一项对194名新员工的滞后调查中,我们发现ESM用于组织沟通通过信息透明度和网络透明度积极影响主动社会化行为。此外,感知到的师徒质量降低了组织沟通中ESM对主动社会化行为的影响。这些结果有助于理解ESM在促进新员工主动社会化行为中的作用。
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引用次数: 0
Why do some watch while others donate? An S-O-R Perspective of live streaming engagement 为什么有些人在围观,而有些人在捐款?直播参与度的S-O-R视角
IF 8.2 2区 管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS Pub Date : 2025-08-10 DOI: 10.1016/j.im.2025.104235
Tsai-Hsin Chu, Wei-Hsin Chu
User engagement is crucial for streamers on social live streaming services (SLSS) to generate revenue. Active engagement, such as subscriptions and donations, can boost income, while passive viewing can still yield earnings through ads and brand partnerships. To achieve sustainable success in the streaming industry, an SLSS streamer must effectively balance both types of engagement. Current studies focus on media influences and motivations to explain how people engage with SLSS. However, these studies do not address how individuals decide on their engagement practices in SLSS. Using the Stimulus-Organism-Response (S-O-R) model, this study aims to answer the research question: How can SLSS engagement be explained by environmental stimuli and individual emotion and cognition? To explore this research question, we conducted an interpretive qualitative study to investigate users’ S-O-R paths, particularly among two extreme groups (i.e., lurkers and donors). Our findings indicated that individuals selectively focused on environmental stimuli that evoked various emotional states, shaped different interpretations, and led to distinct behavioral responses during SLSS engagement. Lurkers tended to notice stimuli that provided entertainment, developing an emotional connection to the streamers while feeling detached from the audience. They viewed themselves primarily as observers participating in SLSS for enjoyment. In contrast, donors concentrated on game and social events, demonstrating a higher level of empathy toward the streamer and establishing emotional connections with the audience. Donors set goals to enjoy a festive gathering and leveraged donations to foster shared experiences within the community. The theoretical and practical implications of these findings are discussed.
用户参与对社交直播服务(SLSS)上的流媒体产生收入至关重要。主动参与,如订阅和捐赠,可以增加收入,而被动观看仍然可以通过广告和品牌合作产生收益。为了在流媒体行业取得持续的成功,SLSS流媒体必须有效地平衡这两种类型的参与。目前的研究主要集中在媒体的影响和动机上,以解释人们如何参与SLSS。然而,这些研究并没有解决个体如何在SLSS中决定他们的敬业实践。本研究利用刺激-有机体-反应(S-O-R)模型,旨在回答研究问题:环境刺激和个体情绪和认知如何解释SLSS投入?为了探讨这一研究问题,我们进行了一项解释性质的研究,调查了用户的S-O-R路径,特别是在两个极端群体(即潜伏者和捐赠者)中。研究结果表明,在SLSS参与过程中,个体选择性地关注环境刺激,这些刺激会诱发不同的情绪状态,形成不同的解释,并导致不同的行为反应。潜伏者倾向于注意到提供娱乐的刺激,在与观众分离的同时,与主播建立情感联系。他们主要把自己看作是为了享受而参与SLSS的旁观者。相比之下,捐赠者专注于游戏和社交活动,对主播表现出更高的同理心,并与观众建立了情感联系。捐款者设定了享受节日聚会的目标,并利用捐款促进社区内的分享经验。讨论了这些发现的理论和实践意义。
{"title":"Why do some watch while others donate? An S-O-R Perspective of live streaming engagement","authors":"Tsai-Hsin Chu,&nbsp;Wei-Hsin Chu","doi":"10.1016/j.im.2025.104235","DOIUrl":"10.1016/j.im.2025.104235","url":null,"abstract":"<div><div>User engagement is crucial for streamers on social live streaming services (SLSS) to generate revenue. Active engagement, such as subscriptions and donations, can boost income, while passive viewing can still yield earnings through ads and brand partnerships. To achieve sustainable success in the streaming industry, an SLSS streamer must effectively balance both types of engagement. Current studies focus on media influences and motivations to explain how people engage with SLSS. However, these studies do not address how individuals decide on their engagement practices in SLSS. Using the Stimulus-Organism-Response (S-O-R) model, this study aims to answer the research question: How can SLSS engagement be explained by environmental stimuli and individual emotion and cognition? To explore this research question, we conducted an interpretive qualitative study to investigate users’ S-O-R paths, particularly among two extreme groups (i.e., lurkers and donors). Our findings indicated that individuals selectively focused on environmental stimuli that evoked various emotional states, shaped different interpretations, and led to distinct behavioral responses during SLSS engagement. Lurkers tended to notice stimuli that provided entertainment, developing an emotional connection to the streamers while feeling detached from the audience. They viewed themselves primarily as observers participating in SLSS for enjoyment. In contrast, donors concentrated on game and social events, demonstrating a higher level of empathy toward the streamer and establishing emotional connections with the audience. Donors set goals to enjoy a festive gathering and leveraged donations to foster shared experiences within the community. The theoretical and practical implications of these findings are discussed.</div></div>","PeriodicalId":56291,"journal":{"name":"Information & Management","volume":"62 8","pages":"Article 104235"},"PeriodicalIF":8.2,"publicationDate":"2025-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144867125","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
How to enhance antiphishing training performance? The roles of performance facilitators and message-specific coping responses 如何提升反钓鱼培训成效?性能促进者的角色和特定于消息的应对响应
IF 8.2 2区 管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS Pub Date : 2025-08-09 DOI: 10.1016/j.im.2025.104234
Jungwon Kuem , Dong-Heon Kwak , Sanjay Goel
Phishing has become one of the most pervasive security threats in today’s world. Despite much research on antiphishing behavior, little attention has been paid to how performance facilitators and individuals’ phishing message-specific coping responses operate jointly to determine antiphishing training performance in the context of this training. Based on goal-setting theory and coping responses, this study was designed to develop and test a model of antiphishing training performance by focusing on performance facilitators (e.g., incentive structures, feedback, time constraints) and their interactions with message-specific coping responses (e.g., task-oriented coping, emotion-oriented coping, avoidance-oriented coping). To empirically test the proposed model, we performed three experiments on 692 subjects in the United States. Our results suggest that performance facilitators and message-specific coping responses are important predictors in understanding antiphishing training performance.
网络钓鱼已经成为当今世界最普遍的安全威胁之一。尽管对反钓鱼行为的研究很多,但很少有人关注绩效促进者和个人的特定于网络钓鱼消息的应对反应如何共同作用,以确定该培训背景下的反钓鱼培训绩效。本研究以目标设定理论和应对反应为基础,从绩效促进因素(如激励结构、反馈、时间约束)及其与特定信息应对反应(如任务导向应对、情绪导向应对、回避导向应对)的相互作用出发,构建并检验了反钓鱼培训绩效模型。为了对提出的模型进行实证检验,我们在美国对692名受试者进行了三个实验。我们的研究结果表明,绩效促进因素和特定于消息的应对反应是理解反钓鱼培训绩效的重要预测因素。
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引用次数: 0
Streaming together: Unraveling social experiences in social live streaming services 一起流媒体:社交直播服务中的社交体验
IF 8.2 2区 管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS Pub Date : 2025-08-05 DOI: 10.1016/j.im.2025.104230
Fangfang Hou , Zhengzhi Guan , Boying Li , Alain Yee Loong Chong
The global rise of social live streaming services (SLSS) highlights the importance of social interactions in digital spaces. This study explores previously underexamined dimensions of social experiences within SLSS, specifically investigating how social presence influences parasocial relationships (viewer–streamer connections) and viewers' sense of belonging within viewer communities. Additionally, the study examines the effects of these social experiences on viewers' behavior, notably virtual gifting and session visit durations. It also investigates the moderating roles of viewer loneliness and streamer physical attractiveness. Data from 434 respondents, analyzed through partial least squares structural equation modeling (PLS-SEM), demonstrate that social presence contributes significantly to the development of parasocial relationships and a sense of belonging. Furthermore, viewer loneliness moderates these relationships, diminishing the effects of social presence. Parasocial relationships and a sense of belonging affect viewers' visit duration positively, while parasocial relationships additionally encourage virtual gifting. Notably, streamer physical attractiveness amplifies the impact of parasocial relationships on viewers' visit duration. A supplementary lab experiment complements these findings by capturing actual viewer behavior. This research enriches social presence theory and the theory of parasocial relationship by highlighting their relevance in SLSS contexts, and highlights the significance of personal predispositions in shaping social interactions online. Practical implications are offered for SLSS practitioners to strategically enhance user engagement and platform success.
社交直播服务(SLSS)的全球兴起凸显了数字空间中社交互动的重要性。本研究探索了SLSS中先前未被充分研究的社会体验维度,特别是研究了社会存在如何影响副社会关系(观众与流媒体的联系)和观众在观众群体中的归属感。此外,该研究还考察了这些社交体验对观看者行为的影响,特别是虚拟礼物和会话访问持续时间。它还调查了观众孤独和主播身体吸引力的调节作用。通过偏最小二乘结构方程模型(PLS-SEM)对434名受访者的数据进行分析,发现社会存在对副社会关系和归属感的发展有显著贡献。此外,观众的孤独调节了这些关系,减少了社会存在的影响。副社会关系和归属感积极影响观众的访问时间,而副社会关系还鼓励虚拟礼物。值得注意的是,主播的外表吸引力放大了副社会关系对观众访问时间的影响。一个补充的实验室实验通过捕捉观众的实际行为来补充这些发现。本研究丰富了社会在场理论和副社会关系理论,强调了它们在SLSS情境中的相关性,并强调了个人倾向在塑造网络社会互动中的重要性。为SLSS从业者提供了从战略上提高用户参与度和平台成功的实际含义。
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引用次数: 0
The impact of physicians’ value co-creation behavior on their online performance in intelligent collaborative healthcare 智能协同医疗中医生价值共同创造行为对其在线绩效的影响
IF 8.2 2区 管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS Pub Date : 2025-07-30 DOI: 10.1016/j.im.2025.104221
Huiyuan Liu , Yang Huang , Jian-Jun Wang
With the growth of Internet Healthcare, Intelligent Collaborative Healthcare (ICH) services are being increasingly recognized by physicians and patients as an essential channel for value co-creation. However, limited research has examined how value co-creation behaviors between physicians and patients, as well as among physicians, influence their online performance. To address this gap, we used data for 6600 physicians and 870,000 unstructured interaction records from a leading mobile health app in China. Based on trust transfer theory, we empirically examined how different types of physicians’ value co-creation behaviors influence their online performance. We also analyzed the moderating effects of physicians' status capital and disease risk. Before conducting the analysis, we categorized physicians' value co-creation behaviors into instrumental type and emotional type, with instrumental behaviors further divided into cooperative sharing and informational support. Using a combination of coarsened exact matching and staggered difference-in-differences, the results revealed that physicians’ active instrumental and emotional value co-creation behaviors positively influence their online performance. Moreover, the positive effects of cooperative sharing and informational support behaviors on their online performance are further amplified for physicians with higher status capital. When physicians address diseases with higher risk levels, the positive impact of informational support behavior on their online performance is strengthened, whereas the effects of cooperative sharing and emotional behaviors are diminished. These findings offer significant theoretical and practical implications for promoting physicians' sustained participation in ICH services and enhancing value co-creation between physicians and patients, as well as among physicians.
随着互联网医疗的发展,智能协同医疗(ICH)服务越来越被医生和患者认可为共同创造价值的重要渠道。然而,有限的研究已经调查了医生和病人之间以及医生之间的价值共同创造行为如何影响他们的在线表现。为了解决这一差距,我们使用了来自中国领先的移动健康应用程序的6600名医生和87万份非结构化交互记录的数据。基于信任转移理论,我们实证研究了不同类型医生的价值共同创造行为对其网络绩效的影响。我们还分析了医师身份、资本和疾病风险的调节作用。在进行分析之前,我们将医生的价值共同创造行为分为工具型和情感型,工具型行为又分为合作分享型和信息支持型。采用粗糙精确匹配和交错差中差相结合的方法,结果显示医生积极的工具价值和情感价值共同创造行为对其在线表现有积极影响。此外,地位资本越高的医生,合作分享行为和信息支持行为对其在线绩效的积极作用被进一步放大。当医生处理高风险疾病时,信息支持行为对其在线表现的积极影响增强,而合作分享和情感行为的影响减弱。这些研究结果为促进医生持续参与非ICH服务和加强医生与患者之间以及医生之间的价值共同创造提供了重要的理论和实践意义。
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引用次数: 0
When emotions don’t match: Effects of multimodal emotional misalignment in virtual streamers on viewer engagement 当情绪不匹配:虚拟流媒体中多模态情绪失调对观众参与的影响
IF 8.2 2区 管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS Pub Date : 2025-07-27 DOI: 10.1016/j.im.2025.104222
Menghan Duan , Qi Zhang , Yueyue Zhang , Cheng Zhang
Virtual streamers have been increasingly adopted in entertainment live streaming, yet the effectiveness of their social interactions remains unexplored. Owing to the avatar abstraction of faces and the limited flexibility of facial expression, they rely primarily on vocal tone and textual content to convey emotion. Drawing on the Elaboration Likelihood Model and Cognitive Tuning Theory, this study examines how streamers' cross-modal emotional misalignment between voice and text influences viewer engagement through streamer-viewer emotional synchrony. Using moment-to-moment data and machine learning–based emotion recognition techniques, we find that greater cross-modal emotional misalignment of streamers increases viewer engagement by heightening viewers’ emotional responses to vocal cues. Additionally, the positivity of the streamer’s vocal tone strengthens the effect of cross-modal emotional misalignment on vocal–emotional synchrony. Finally, we reveal the dual effects of cross-modal emotional misalignment on viewer consumption; while it increases short-term spending on paid comments and virtual gifting, it reduces long-term commitment in the form of premium subscriptions. Our study contributes to the research on live streaming and emotional interaction, and provides practical implications for designing emotionally intelligent virtual streamers.
在娱乐直播中越来越多地采用虚拟流媒体,但其社交互动的有效性仍未得到探索。由于面部形象的抽象性和面部表情的灵活性有限,他们主要依靠语音语调和文字内容来传达情感。利用精化可能性模型和认知调节理论,本研究考察了主播在语音和文本之间的跨模态情感错位如何通过主播-观众情感同步影响观众的参与度。利用实时数据和基于机器学习的情感识别技术,我们发现,主播更大的跨模态情感错位通过增强观众对声音线索的情感反应来增加观众的参与度。此外,主播声调的积极性加强了跨模态情绪失调对声情同步的影响。最后,我们揭示了跨模态情感失调对观众消费的双重影响;虽然它增加了付费评论和虚拟礼物的短期支出,但它减少了付费订阅形式的长期承诺。本研究为直播与情感互动的研究提供了理论依据,并为设计高情商的虚拟主播提供了实践指导。
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引用次数: 0
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