山东工商学院硕士学位论文
摘要
随着信息技术的发展，直播逐渐成为当下热门的新经济业态，为疫情期间的企
业注入新的活力。相关数据显示，2020年直播电商总规模达 1.2万亿元。直播成为
企业数字化转型的重要窗口，越来越多企业开通直播服务，期望通过这一形式在口
碑传播、产品营销等方面取得新突破。与此同时，由“薇娅逃税事件”引发的主播
社会责任问题受到社会广泛关注。目前，市场上提供直播服务的平台众多，产品同
质化严重，主播质量良莠不齐也降低了直播的服务质量，导致用户流失率较高等问
题突出。如何留住用户、提高用户粘性成为了业界和学界共同关注的话题。
以往关于用户粘性的研究大多涉及特定网页、虚拟社区、移动应用等领域，鲜
有对直播服务情境下相关问题的探讨。而且，现有研究大多基于技术接受模型，从
用户认知视角探讨平台技术特征因素（如技术易用性和内容有用性等）对用户粘性
的影响，忽视了对用户行为与决策有重要影响的情感因素研究。另外，直播服务情
境下的主播社会责任问题也没有得到充足关注，其在影响用户粘性方面发挥的作用
鲜有探讨。总体而言，直播服务用户粘性的影响机理尚不清晰，过程机制和边界条
件亟待进一步挖掘。
基于“刺激-机体-反应（SOR）”框架，本研究构建了直播服务用户粘性影响模
型，并根据情绪社会信息等理论，将主播情感劳动（表面表演和深层表演）、沉浸
体验、调节定向、社会责任感知纳入研究模型，探讨了直播服务情境下主播情感劳
动对用户粘性的过程机制和边界条件。
通过预研究和正式研究对假设进行检验。首先，采用情境实验法进行预研究，
探索了两种情感劳动不同表现形式对用户粘性的影响。然后，采用问卷调查法，收
集 237份直播用户数据，检验情感劳动的主效应、沉浸体验的中介效应、调节定向
与社会责任感知的调节效应。结果表明：（1）主播的情感劳动显著影响用户粘性。
其中，深层表演对用户粘性有显著正向影响，表面表演对用户粘性有显著负向影响。
（2）沉浸体验在情感劳动（表面表演和深层表演）与用户粘性之间发挥中介作用。
（3）调节定向在表面表演与沉浸体验之间发挥调节作用，具体而言，预防定向加
强了表面表演对沉浸体验的负向影响。然而，调节定向在深层表演与沉浸体验之间
的调节作用不显著。（4）社会责任感知在沉浸体验与用户粘性间的调节作用不显著，
但是对用户粘性的正向影响显著。
在理论上，本研究丰富了直播情境下用户粘性的影响机制研究，弥补了用户粘
性研究中对于情感因素及主播社会责任因素讨论的不足；在实践上，研究结论为直
播平台、商家及直播服务相关从业者提供重要实践启示。
关键词：直播服务；情感劳动；用户粘性；沉浸体验；社会责任
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Abstract
Abstract
With the development of information technology, live streaming has gradually
become a popular new economic industry of the moment, injecting new vitality into the
business during the epidemic. Relevant data show that the total scale of live e-commerce
reaches 1.2 trillion yuan in 2020. Live streaming has become an important window for
the digital transformation of enterprises. More and more enterprises choose to open live
streaming services, expecting to make new breakthroughs in word-of-mouth
communication, brand image building and product marketing through this form. At the
same time, the issue of social responsibility of anchors triggered by the “WeiYa tax
evasion incident” has got widespread concerns of the society. In the background of the
booming development of live streaming services and the different quality of anchors, the
problems of high churn rate of live users and low user stickiness have become
increasingly prominent. How to retain users and improve user stickiness has become a
common concern of the industry and academia.
A review of existing studies reveals that many previous studies on user stickiness
are related to the domain of specific web pages, virtual communities, and mobile
applications. Few studies have explored the issue of user stickiness in the context of live
streaming services. Most of existing studies were based on technology acceptance
models and explore the influence of technical features such as technical ease of use and
content usefulness on user stickiness from the user cognitive perspective, neglecting the
study of affective factors, which have an important impact on user behavior and decision.
In addition, the issue of social responsibility of anchors in the context of live streaming
services has not received sufficient attention. The role of social responsibility in
influencing user stickiness has rarely been explored. Overall, the influence mechanism of
user stickiness in live streaming service is not clear, and the process mechanism and
boundary conditions need to be further explored.
Based on the “stimulus-organism-response (SOR)” framework, this study constructs
a model of the influence of live streaming service users’ stickiness, and incorporates
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山东工商学院硕士学位论文
anchors’ emotional labor, immersion experience, regulatory focus, and perceived social
responsibility into the model based on theories such as Emotions-as-social-information
Theory. This study explored the process mechanism and boundary conditions of anchors’
emotional labor on user stickiness in the context of live streaming service.
The hypotheses were tested through a pre-study and a formal study. First, a
pre-study was conducted using a contextual experimental method to explore the effects
of two different manifestations of emotional labor on user stickiness. A survey using
questionnaire method was performed to collect data from 237 live streaming users to test
the hypotheses. The results show that: (1) Emotional labor of anchors significantly
affects user stickiness. Specifically, deep acting has a significant positive effect on user
stickiness, and surface acting has a significant negative effect on user stickiness. (2)
Immersion experience played a mediating role between emotional labor (including
surface acting and deep acting) and user stickiness. (3) Regulatory focus played a
moderating role between surface acting and immersion experience. Specifically,
prevention focus enhanced the negative influence of surface acting on immersion
experience. However, the moderating effect of regulatory focus between deep acting and
immersive experience was not significant. (4) Social responsibility has a significant
positive effect on user stickiness, while the moderating effect between immersion
experience and user stickiness was not significant.
In terms of theory, the current research enriches the research on the influence
mechanism of user stickiness in the live streaming context and makes up for the lack of
discussion on emotional factors in user stickiness research. In terms of practice, the
research findings provide important practical insights for live streaming platforms,
merchants and practitioners related to live streaming services.
Key words: Live streaming service; Emotional labor; User stickiness; Immersion
experience; Social responsibility
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