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| Persuasive Effects of Voice Features and Text Strategies |
| LIU Dewen，GAO Weihe，MIN Liangyu |
| 1.Nanjing University of Posts and Telecommunications, Nanjing, China; 2.Shanghai University of Finance and Economics, Shanghai, China； 3. Shanghai Business School, Shanghai, China |
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Abstract A machine learning approach was used to measure the sound characteristics of 311 sound previews of business and finance paid knowledge products on the Himalaya FM platform and to explore the impact of sound characteristics on dual products performance. It was found that warmth perception and competence perception of the previewed voice positively influenced consumer engagement, and competence perception and dominance perception positively influenced product sales. Meanwhile, text strategy played a moderating role in the persuasive effect of sound features. In addition, warmth perception and competence perception of previewed voice have a positive interaction effect on consumer engagement. Further robustness tests found that after replacing the regression method, adding a control variable, and excluding endogeneity explanations, the three perceptions of sound previews still had a relatively stable effect on engagement and sales.
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Received: 04 January 2022
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