Abstract：This study categorized the anchors’ sales styles into two types: high-pressure sales and mild sales, divided the parasocial relationships between anchors and fans into two types: communal relationship and exchange relationship, and then explored how the match between the sales style and the parasocial relationship affects customer satisfaction and the effectiveness of live-streaming sales. Through the case analysis of six top live rooms from celebrities, internet celebrities, and institutional platforms, each with two representatives, combined with consumer surveys and secondary data analysis, the study found that high-pressure sales indeed lead to a greater perception of sales pressure among the audience (fans) compared to mild sales, thereby reducing customer satisfaction. However, the level of the perceived sales pressure does not consistently predict the live-streaming sales outcomes. Overall, the high-pressure sales are more suitable for the exchange relationship between anchors and fans, while the mild sales are more suitable for the communal relationship.
王雪芳，符国群. 销售风格与主播粉丝关系匹配对直播带货效果的影响[J]. 管理学报, 2025, 22(10): 1901-.
WANG Xuefang，FU Guoqun. The Impact of Matching the Sales Style with the Anchor-Fan Relationship on the Effectiveness of Live-Streaming Sales. Chinese Journal of Management, 2025, 22(10): 1901-.
