| 电商直播中语言风格对销售效果的影响基于SVM模型 |
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| 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. |
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| 作者姓名： | ■陈豆豆 白昆龙 井长源 |
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| 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 |
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| 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。 |
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| 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。
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| 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： | 2023/2/28 0:00:00 |
| 修稿时间： | 2023/4/4 0:00:00 |
How Language Styles Impact Product Sales in E-Commerce Live StreamingBased on SVM Model |
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| 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. |
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| Authors: | CHEN Doudou BAI Kunlong and JING Changyuan |
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| Institution: | 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 |
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| 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. |
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| Keywords: | e-commerce live streaming language styles text analysis SVM machine learning |
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