Abstract：The study discusses the mechanism of audience effect on consumption behavior in the live broadcast room and analyzes the moderating effects of anchor identity and fans’ structure by the data of live broadcasting platform. The research shows that:①the audience effect has a significant positive effect on the reward income and sales income of anchors. In the presence of others in real or virtual situations, consumers’ online purchasing decisions are easily stimulated. ②When anchors are internet celebrities, the positive effect of audience effect on anchors’ reward income will be enhanced. When anchors are opinion leaders, the positive effect of audience effect on anchors’ sales income will be enhanced. ③The fan group plays an important role in the live broadcast room. In the fans’ structure, when the proportion of new fans is relatively higher, the positive effect of audience effect on the sales income of anchors will be enhanced.
张艳辉，李宗伟，张嘉皓，吴尚林. 观众效应对直播间消费行为的作用机制研究[J]. 管理学报, 2024, 21(8): 1208-.
ZHANG Yanhui，LI Zongwei，ZHANG Jiahao，WU Shanglin. Research on the Mechanism of Audience Effect on Consumption Behavior in Broadcast Room. Chinese Journal of Management, 2024, 21(8): 1208-.
