威尼斯人平台

讲座题目：When the Irrelevant Becomes Relevant: The Impact of Small Talk on Consumer Engagement in Livestream Shopping（当无关紧要变得至关重要：闲聊对直播购物中消费者参与度的影响）

主讲人：才凤艳 上海交通大学安泰经济管理学院 教授

时间：2025年03月05日14:00

地点：学院231

主办单位：威尼斯人平台-澳门威尼斯人网站 市场营销与旅游系

内容摘要：

Livestream shopping is an intensely competitive market, with millions of streamers striving to engage and retain viewers. Effectively building viewer engagement in a short time has become a critical determinant of a streamer’s survival and success. Our research proposes that incorporating small talk—social talk unrelated to products or shopping—can boost viewer engagement, including sales. Field data from livestream shopping broadcasts on Douyin, together with four experiments, indicate that livestreamers’ small talk can enhance viewer engagement. We demonstrate that this small-talk effect is caused by viewers perceiving a more communal, friendship-like relationship with streamers based on small talk. The effect diminishes when viewers seek a more exchange (business-like) relationship with streamers (e.g., streamers act as brand representatives), when the degree to which streamers’ talk conveys their own intention is low (e.g., talk is prepared by others), or when the quantity of small talk becomes excessive, leading to an inverted U-shaped relationship between small talk and viewer engagement. Our findings enrich the marketing literature regarding communication effectiveness in livestream shopping, and contribute broadly to paradigms of influencer marketing and marketing relationships. We provide practical insights to livestreamers, brand managers, and other stakeholders seeking to engage viewers in livestream shopping.

直播购物市场竞争激烈，数百万主播竞相吸引并留住观众。在短时间内有效建立观众参与度已成为主播生存与成功的关键因素。本研究提出，在直播中融入闲聊——即与产品或购物无关的社交对话——能够提升观众参与度，包括促进销量。来自抖音直播购物播出的实地数据以及四项实验结果表明，主播的闲聊能够增强观众参与度。我们证实，这种闲聊效应的产生，是因为观众基于闲聊感知到了与主播之间更加社区化、友谊般的关系。当观众寻求与主播建立更加交易性（商业化）的关系（例如，主播充当品牌代表）时，或者当主播的话语传达自身意图的程度较低（例如，对话由他人准备）时，或者当闲聊数量过多，导致闲聊与观众参与度之间呈现倒U型关系时，这种效应会减弱。本研究丰富了直播购物中沟通有效性的营销文献，并对影响者营销和营销关系范式做出了广泛贡献。我们为寻求在直播购物中吸引观众的主播、品牌经理和其他利益相关者提供了实用见解。

主讲人简介：

才凤艳，上海交通大学安泰经济管理学院教授、博士生导师，国家级高层次人才。曾任Psychology & Marketing 副编辑，现任Journal of Business Research、Psychology & Marketing、《营销科学学报》编委。主要研究领域为消费者的信息处理，其研究主要应用的领域包括消费者的亲社会行为、绿色消费行为、定价与促销、和跨文化营销等，在Journal of Marketing Research、Journal of Marketing、Journal of Consumer Research、Psychological Science、Journal of Consumer Psychology, Journal of The Academy of Marketing Science等国际学术期刊上发表论文10余篇，研究成果被纽约时报、BBC新闻网等多家媒体报道，曾获得美国消费者行为研究会最佳论文奖、上海市哲学与社会科学优秀研究成果一等奖、教育部人文社会科学优秀研究成果三等奖。