直播经济中的准社会交往机制——来自斗鱼平台的经验证据

直播经济中的准社会交往机制——来自斗鱼平台的经验证据

Para-social Interaction in Live Streaming Economy: Evidence from Douyu Platform

《财经研究》2023年49卷第12期 页码：136-148, 165 online：2023年12月3日

作者

中：曾雪云 , 费一洋

英：Zeng Xueyun, Fei Yiyang

作者单位：北京邮电大学 经济管理学院，北京 100876

摘要及关键词

摘要：网络直播作为另类经济模式何以产生重大社会影响？文章基于准社会交往理论，探索了秀场直播的社群互动机制。文章通过采集斗鱼平台的直播数据，发现主播与观众的商品化亲密关系越强，其揽获的直播打赏收入越高。这说明两者之间的情感互动是促成打赏的重要原因。文章进一步通过门槛回归模型识别了竞争式打赏和跟随式打赏两种互动模式。研究发现，头部观众打赏额的增加在竞争模式下挤出了非头部观众打赏，抑制了主播收入的提升；在跟随模式下则带动了非头部观众打赏，促进了主播收入的提升。此外，主播的个人信息披露在竞争模式下有助于提升打赏收入，在跟随模式下则相反。其可能的解释是，前者强化了社群互动而激发打赏，后者则削弱了头部观众的信息优势而弱化打赏。文章的研究解释了直播打赏的社会化理论逻辑，揭示出直播经济的运行规律在于准社会交往机制，这对于完善数字社区治理具有重要的政策启示。

关键词：直播；打赏；数字社群；准社会交往；商品化亲密关系

Summary: Live streaming is a new type of the Internet economy, which has become a significant driving force for China’s economic development. As an emerging economic form with extensive commercial and social ramifications, live streaming fosters virtual digital product consumption through interactions between streamers and audiences. However, existing research predominantly hinges on subjective data, with scant focus on the social incentives of audiences’ tipping behavior. Therefore, this paper aims to delve into the social motivation implicated in live streaming tipping, in order to help government departments guide the healthy development of digital economy such as live streaming. By collecting the live streaming data from Douyu platform, this paper finds that the stronger the commodified intimacy between streamers and audiences, the higher the live streaming income will be. Furthermore, it introduces threshold regression to identify the two types of audience interaction: competitive tipping and following tipping. In competitive tipping, it is found that top audiences’ tipping suppresses the participation of non-top audiences and inhibits the growth of streamer income. In contrast, following tipping encourages non-top audiences to pay and promotes the growth of streamer income. Moreover, the disclosure of personal information by streamers can help to increase income in competitive tipping; while in following tipping, the opposite is true. The marginal contributions of this paper are that: First, from the sociological perspective, it creatively reveals the commodified intimacy between streamers and audiences, and suggests that the motivation of audiences to tip streamers lies in social incentives. Second, it identifies the competitive tipping and following tipping in live streaming communities, analyzes the social motivation of audience behavior, and reveals the theoretical logic of hierarchical differentiation in live streaming communities. Third, it explores the diverse impacts of personal information disclosure by streamers on their streaming income under different audience community structures. In summary, this paper confirms that social motivation is the underlying motivation of live streaming tipping, theoretically explaining the operational mechanism of live streaming communities.

Key words:live streaming; tipping; digital community; para-social interaction; commercialized intimacy

其他信息

DOI：10.16538/j.cnki.jfe.20230517.104

收稿日期：2023-01-19

基金项目：国家社会科学领军人才项目“数据产权治理研究”（22VRC189）；国家自然科学应急管理项目“数据要素流通与治理的机制与政策研究”总课题“数据要素市场顶层设计”（72241422）

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