【作者】 赵彩莲；

【导师】 孙永强；

【作者基本信息】 武汉大学 ， 管理科学与工程， 2021， 硕士

【摘要】 随着移动互联网的蓬勃发展以及在线支付的繁荣,网络直播平台开始不断优化商业模式,并催生了新的模式—赞赏。赞赏是内容消费后行为,具有自愿和自主定价的特点,因此关于为何观看者在本可以免费获得内容与服务的情况下仍然愿意赞赏主播的现象引起了不同学者和笔者的研究兴趣。同时,赞赏行为的研究有利于网络直播平台、主播和观看者深入认识赞赏,具有重要的社会价值。然而,先前的研究聚焦于从赞赏模式的静态特点看待赞赏行为,忽视了赞赏行为是发生于主播与观看者双向性的社会支持中的。因此,本研究认为赞赏行为是观看者对主播给予社会支持的行为,同时包含金钱支持和情感支持。进一步地,本研究对赞赏行为的形成和影响机制进行了探究。基于社会支持的双向性特点,本研究引入心理契约理论,结合观看者与主播基于交流的和基于内容的互动因素研究了赞赏行为的形成机制,提出了本研究的理论模型。本研究认为关系契约和交易契约对情感支持和金钱支持都有正向影响,并且存在不对称性作用。在关系契约方面,结合社会共享认知理论,本研究认为参与、认知交流和共鸣感染作为基于交流的互动因素会增进观看者与主播的社会情感联结而建立关系契约。在交易契约方面,本研究结合信息质量,认为信息性和娱乐性作为基于内容的互动因素会影响用户的感知利益而建立交易契约。本研究基于问卷调查的316份有效问卷数据对研究模型进行了实证研究。研究结果表明,参与、认知交流和共鸣感染正向影响观看者的关系契约,信息性和娱乐性会正向影响交易契约,关系契约和交易契约都会正向影响情感支持和金钱支持,关系契约对情感支持的作用大于交易契约,而交易契约和关系契约对金钱支持的作用没有显著差异。最后,本研究对研究结果、理论意义和实践意义进行了讨论并展望了未来研究方向。更多还原

【Abstract】 With the rapid development of the mobile Internet and the prosperity of online payment,live streaming platforms have begun to optimize their business models,and a new consumption pattern—Reward has been born.Reward is the post consumption behavior with the characteristics of voluntary payment and independent pricing.So why viewers in this case still would like to appreciate content creators attracted different scholars and the writer’s interests on the issue.Understanding Reward behavior is conducive to live streaming platform,the streamer and the viewer which is of great social value.However,previous studies focused on the static characteristics of Reward pattern,ignoring the fact that Reward occurs in the bidirectional social support between the streamer and the viewer.Therefore,this study believes that Reward behavior is the behavior of giving social support,including giving financial support and emotional support.Thus,this study explores the formation and influence mechanism of Reward behavior.Based on the bidirectional characteristics of social support and combined with the communication-based and content-based interaction factors between viewers and streamers,this study introduced the psychological contract theory and put forward the theoretical model of Reward behavior.This study suggests that both relational contract and transactional contract have positive and asymmetrical effects on emotional support and financial support.In terms of relational contract,combined with socially shared cognition theory,this study believes that participation,cognitive communion and resonant contagion as communication-based interaction factors will enhance the socioemotional connection with the streamer and thus establish relational contract.In terms of transactional contract,this study considers that informativeness and entertainment as content-based interaction factors influence the perceived interests of the viewer to establish transactional contract.In this study,an empirical study of the research model was carried out based on 316 valid questionnaires.The research results show that participation,cognitive communion and resonant contagion positively affect the viewer’s relational contract,informativeness and entertainment positively influence transactional contract,relational contract and transactional contract have positive impacts on emotional support and financial support,and the effect of relational contract on emotional support is greater than the effect of transactional contract on emotional support,while the effect of transactional contract and relational contract on financial support have no significant difference.Finally,the research findings,theoretical implication and practical implication are discussed and the future research directions are proposed.更多还原