| 电商直播中语言风格对销售效果的影响基于SVM模型 |
| |
| 引用本文： | ■陈豆豆,白昆龙,井长源. 电商直播中语言风格对销售效果的影响基于SVM模型[J]. 科技促进发展, 2023, 19(3): 149-161 |
| |
| 作者姓名： | ■陈豆豆 白昆龙 井长源 |
| |
| 作者单位： | 中国科学院大学中丹学院 北京 100190;中国科学院虚拟经济与数据科学研究中心 北京 100190,中国科学院虚拟经济与数据科学研究中心 北京 100190;中国科学院大学计算机科学与技术学院 北京 100049,中国科学院大学中丹学院 北京 100190 |
| |
| 基金项目： | 年国家自然科学基金委面上项目（12071458）：基于最优化的多视角学习理论、方法与应用研究,田英杰。 |
| |
| 摘 要： | 伴随着科技的发展和自2019年以来新型冠状病毒疫情的催化作用,直播逐渐成为一种主流的营销途径之一。然而,对于不同的主播来说,直播间商品的销售情况参差不齐。本研究关注主播的语言风格如何影响直播中不同类别商品的销售。结合现有的理论和分析,本研究搭建了主播的语言风格框架,并运用机器学习模型训练得到一个语言风格分类器。结果显示,相对于享乐品,以商品信息为中心的语言风格对实用品的销售促进作用更大;相反,相对于实用品,以外围信息为中心的语言风格对享乐品的销售促进作用更大。
|
| 关 键 词： | 电商直播 语言风格 文本分析 支持向量机 机器学习 |
| 收稿时间： | 2023-02-28 |
| 修稿时间： | 2023-04-04 |
How Language Styles Impact Product Sales in E-Commerce Live StreamingBased on SVM Model |
| |
| CHEN Doudou,BAI Kunlong and JING Changyuan. How Language Styles Impact Product Sales in E-Commerce Live StreamingBased on SVM Model[J]. Science & Technology for Development, 2023, 19(3): 149-161 |
| |
| Authors: | CHEN Doudou BAI Kunlong JING Changyuan |
| |
| Affiliation: | Sino-Danish College, University of Chinese Academy of Sciences, Beijing 100190;CAS Research Center on Fictitious Economy & Data Science, Beijing 100190,CAS Research Center on Fictitious Economy & Data Science, Beijing 100190;School of Computer Science and Technology, University of Chinese Academy of Sciences, Beijing 100049,Sino-Danish College, University of Chinese Academy of Sciences, Beijing 100190 |
| |
| Abstract: | With the development of technology and the stimuli of COVID-19 pandemic since 2019, e-commerce live streaming is becoming increasingly prevalent as a marketing tool. However, product sales in live streaming vary among different anchors. This study examines the effect of anchors'' language styles on product sales in e-commerce live streaming and how this effect differs for utilitarian and hedonic products. Combining the existing theories and our analysis, this study builds a framework for the language styles of anchors and uses the machine learning model to train a language style classifier. The results show that, compared with hedonic products, the product information-centered language styles (authority and guarantee) have a greater promotion effect on sales of utilitarian products; conversely, compared with utilitarian products, the peripheral information-centered language styles (scarcity and liking) has a greater promotion effect on sales of hedonic products. |
| |
| Keywords: | e-commerce live streaming language styles text analysis SVM machine learning |
|
| 点击此处可从《科技促进发展》浏览原始摘要信息 |
|
点击此处可从《科技促进发展》下载全文 |
|
