直播电商的互动对于促成交易有重要意义，而语言互动是其中最常见的互动方式。为探索主播与观 众语言互动对电商直播流量转化的影响，本文在现有研究的基础上，重点关注主播的主动互动、主播讲解 的广度和深度、用户的主动互动、用户询问商品的广度和深度这些因素，并通过主题建模的方式对直播间 的主播讲解文本和观众评论弹幕数据进行聚类，以量化各因素的表现。研究发现：汽车直播中，主播和观 众的主动互动都会对直播间的转化造成正向影响，主播讲解的深度也会产生正向影响，而主播讲解的广 度会产生负向影响。本文的研究具有一定的理论和实际意义，采用汽车直播的原始数据，拓宽了直播研究 的行业范围，关注直播带来的实际经济价值，丰富了直播观众购买决策的相关研究，同时针对汽车品类的 研究结论也更容易被用于其他类似耐用消费品的研究中。

The interaction of live broadcast e-commerce is of great significance to facilitate transactions, and language interaction is the most common way of interaction. In order to explore the impact of the language interaction between the anchor and the audience on the conversion of e-commerce live broadcast traffic, this paper focuses on the active interaction of the anchor, the breadth and depth of the anchor’s explanation, the active interaction of the user, and the breadth and depth of the user’s inquiry about the product based on the existing research. In-depth analysis of these factors, and clustering the anchor’s explanation text and audience comment barrage data in the live broadcast room through topic modeling to quantify the performance of each factor. The research found that: in the car live broadcast, the active interaction between the anchor and the audience will have a positive impact on the conversion of the live broadcast room, the depth of the anchor’s explanation will also have a positive impact, and the breadth of the anchor’s explanation will have a negative impact. The research in this paper has certain theoretical and practical significance. Using the original data of automobile live broadcasting, it broadens the industry scope of live broadcasting research, pays attention to the actual economic value brought by live broadcasting, and enriches the relevant research on the purchase decision of live broadcast audiences. The conclusions of the study are also more likely to be used in other studies of similar consumer durables.

[1] 冯钰茹, 邓小昭. 弹幕视频网站用户弹幕评论行为的影响因素研究——以 Bilibili 弹幕视频

网站为例[J]. 图书情报工作, 2021, 65(17): 110.

[2] 刘凤军, 孟陆, 陈斯允, 等. 网红直播对消费者购买意愿的影响及其机制研究[J]. 管理学报,

2020, 17(1): 94.

[3] 刘婷艳，王晰巍，张雨. 基于 TAM 模型的直播带货用户信息交互行为影响因素研究[J]. 现

代情报, 2022: 27-39.

[4] 刘洋, 李琪, 殷猛. 网络直播购物特征对消费者购买行为影响研究[J]. 软科学, 2020, 34(6):

108-114.

[5] 吴娜, 宁昌会, 龚潇潇. 直播营销中沟通风格相似性对购买意愿的作用机制研究[J]. 外国经

济与管理, 2020, 42(8): 81-95.

[6] 周勇，郝君怡. 嵌入与游离：网络直播用户与主播的准社会交往[J]. 新闻与写作, 2021: 41-49.

[7] 喻昕，许正良. 网络直播平台中弹幕用户信息参与行为研究——基于沉浸理论的视角[J]. 情

报科学, 2017: 147-151.

[8] 孟陆, 刘凤军, 陈斯允, 等. 我可以唤起你吗——不同类型直播网红信息源特性对消费者购

买意愿的影响机制研究[J]. 南开管理评论, 2020, 23(1): 131-143.

[9] 张雯，陈旭光. 大学生观看网络直播的动机与行为研究[J]. 青年探索, 2019: 78-86.

[10] 王宇波，潘丹婷. 直播带货中的多模态语言互动[J]. 语言战略研究, 2022: 34-46.

[11] 王海玉. 场景理论视角下的图书直播互动研究[J]. 出版发行研究, 2022: 41-46，53.

[12] 王红，陈惠琳，谢嘉茜，文思莉. 直播带货情境下主播语言内容特征对消费者购买意愿的

影响研究[J]. 管理现代化, 2022: 59-65.

[13] 王霞, 梁栋. 弹幕数量和弹幕情感强度对视频流行度的影响[J]. 营销科学学报, 2020, 15(2):

132-156.

[14] 袁海霞，黄丽雯. 电商直播互动模式对消费者购买意愿的影响研究[J]. 哈尔滨商业大学学报

(社会科学版), 2022: 19-30.

[15] 陈迎欣，郜旭彤，文艳艳. 网络直播购物模式中的买卖双方互信研究[J]. 中国管理科学, 2021:

228-236.

[16] 韩雨彤，周季蕾，任菲. 动态视角下实时评论内容对直播电商商品销量的影响[J]. 管理科学,

2022: 17-28.

[17] 魏剑锋, 李孟娜, 刘保平. 电商直播中主播特性对消费者冲动购买意愿的影响[J]. 中国流通

经济, 2022, 36(4): 32-42.

[18] BLEI D M, NG A Y, JORDAN M I. Latent dirichlet allocation[J]. Journal of machine Learning

research, 2003, 3(Jan): 993-1022.

第 14 页

[19] CAI J, WOHN D Y. Live streaming commerce: Uses and gratifications approach to understanding

consumers’motivations[J]., 2019.

[20] GRIFFITHS T L, STEYVERS M. Finding scientific topics[J]. Proceedings of the National

academy of Sciences, 2004, 101(suppl_1): 5228-5235.

[21] HILVERT-BRUCE Z, NEILL J T, SJ?BLOM M, et al. Social motivations of live-streaming

viewer engagement on Twitch[J]. Computers in Human Behavior, 2018, 84: 58-67.

[22] HOU F, GUAN Z, LI B, et al. Factors influencing people’s continuous watching intention and

consumption intention in live streaming: Evidence from China[J]. Internet Research, 2020, 30(1):

141-163.

[23] ZHOU J, ZHOU J, DING Y, et al. The magic of danmaku: A social interaction perspective of gift

sending on live streaming platforms[J]. Electronic Commerce Research and Applications, 2019,

34: 100815.