Purpose

This study examines the relationship between streamers' product descriptions, customer comments and online sales and focuses on the moderating effect of streamer–viewer relationship strength.

Design/methodology/approach

Between June 2021 and April 2022, the structured data of 965 livestreaming and unstructured text data of 42,956,147 characters from two major live-streaming platforms were collected for the study. Text analysis and regression analysis methods were employed for data analysis.

Findings

First, the authors' analysis reveals an inverted U-shaped relationship between comment length and product sales. Notably, comment volume and comment emotion positively influence product sales. Furthermore, the semantic richness, emotion and readability of streamers' product descriptions also positively influence product sales. Secondly, the authors find that the strength of streamer–viewer relationship weakens the positive effects of comment volume and comment emotion without moderating the inverted U-shaped effect of comment length. Lastly, the strength of streamer–viewer relationship also diminishes the positive effects of emotion, semantics and readability of streamers' product descriptions on product sales.

Originality/value

This study is the first to concurrently examine the direct and interactive effects of user-generated content (UGC) and marketer-generated content (MGC) on consumer purchase behaviors in livestreaming e-commerce, offering a novel perspective on individual decision-making and cue utilization in the social retail context.

中文翻译：

---

主播产品描述与观众评论的结合：主播与观众关系强度的调节作用

目的

本研究探讨了主播的产品描述、客户评论和在线销售之间的关系，并重点关注主播与观众关系强度的调节作用。

设计/方法论/途径

2021年6月至2022年4月期间，收集了两大直播平台的965条直播的结构化数据和42,956,147个字符的非结构化文本数据进行研究。数据分析采用文本分析和回归分析方法。

发现

首先，作者的分析揭示了评论长度和产品销量之间的倒U形关系。值得注意的是，评论量和评论情绪对产品销售产生积极影响。此外，主播产品描述的语义丰富性、情感性和可读性也对产品销售产生积极影响。其次，作者发现主播与观众关系的强度削弱了评论量和评论情绪的积极影响，而没有减弱评论长度的倒U形效应。最后，主播与观众关系的强度也会削弱主播产品描述的情感、语义和可读性对产品销售的积极影响。

原创性/价值

这项研究首次同时研究了用户生成内容（UGC）和营销人员生成内容（MGC）对直播电商中消费者购买行为的直接和交互影响，为个人决策和提示提供了新颖的视角。在社会零售环境中的利用。