直播电商弹幕对绩效影响的研究

弹幕作为直播电商中用户与主播、与其他用户互动的载体，对直播电商绩效有着十分重要的影响。本研究从抖音电商平台爬取了1200余万条弹幕文本数据，采用实证方法分析了直播电商弹幕与绩效的关系。研究发现：受信息过载影响，直播电商弹幕与绩效呈现出显著的倒U型关系，适度的弹幕可以促进绩效，但过多则会产生负面影响。此外，研究还发现直播间氛围和用户熟悉度对倒U型关系有调节作用。研究结果对直播电商运营具有指导意义。

A Study on the Impact of Live Streaming E-Commerce Bulletins on Performance

Bulletins, serving as a means for user interaction with hosts and other users in live e-commerce, have a significant impact on the performance of this form of e-commerce. This study collected more than 12 million Bulletins from Tik Tok e-commerce and used empirical methods to analyze the relationship between Bulletins and performance in live-streaming e-commerce. The study found that due to information overload, there is a significant inverted U-shaped relationship between Bulletins and performance in live-streaming e-commerce, where moderate Bulletins can promote performance but excessive Bulletins can have a negative impact. In addition, the study also found that Live-streaming-room Ambiance and User Familiarity have a moderating effect on the inverted U-shaped relationship. The research results have important guiding implications for the operation of live-streaming e-commerce.