產品供應商企業社會責任對直播業績的影響：來自現場實驗的證據

Abstract

Live streaming e-commerce is a new form of e-commerce that achieves marketing purposes through live streaming, and is the product of the two-way integration of live streaming and e-commerce under the background of the digital era. China's live streaming industry originated in 2003, and 2016 is generally considered to be the first year of China's live streaming e-commerce. Data show that as of 2023, China's network live broadcast users reached 751 million, more than 15 million professional anchors, live broadcast e-commerce market size of about 4.9 trillion yuan, the number of MCN institutions exceeded 47,000, only in 2021 China's live broadcast industry annual investment and financing amount of 55.96 billion yuan. China's live streaming e-commerce has shown a booming trend in terms of user scale, revenue scale, industry enterprise development, investment and financing, and has become one of the most concerned hotspots in the digital economy. With the development of the live broadcast industry, anchors have become an important force for product promotion and sales, driving the rapid growth of the entire "live broadcast economy".

In view of the fact that anchor performance can affect the final business value of enterprises, it is necessary to study the influencing factors of anchor performance. Literature review finds that current studies on the anthems affecting anchors' performance mainly focus on the personal characteristics of anchors and streamer-product fit, while few scholars pay attention to the impact of corporate social responsibility on anchors' performance. However, in the process of the development of live broadcasting industry, the role of product suppliers has become increasingly prominent, and their social responsibility (including the social responsibility and environmental responsibility of product suppliers) has gradually become an important factor affecting the entire live broadcasting business ecology. With the increasing attention of consumers, it has a profound impact on the performance of co-anchors.

In view of the above practical status and research deficiencies, by reviewing relevant studies and theories, this paper builds a theoretical framework between product suppliers' social responsibility and environmental responsibility and anchor performance based on signal theory, and introduces product price and anchor speech as moderating variables. On this basis, relevant research hypotheses are proposed. The data obtained from field experiments are tested, and the results show that most of the hypotheses are supported. Specifically, this study draws the following conclusions: First, the social responsibility of product suppliers has a significant impact on anchor performance; Second, the environmental responsibility of product suppliers has a significant impact on the performance of anchors; Third, in terms of product prices, the adjustment effect of product prices is robust and in line with the trend, that is, compared with high-price products, low-price products will enhance the positive impact of product suppliers' social responsibility on the performance of anchors. Finally, in terms of anchor speech, emotional speech can strengthen the positive impact of product suppliers' social responsibility on anchor performance.

The theoretical contributions of this paper are as follows: First, the study on the impact of CSR of product suppliers on anchor performance fills in the lack of studies on the anthems of anchor performance that consider CSR in the current literature, and enriches the study on the anthems of anchor performance. Second, this study also considers the two factors of anchor speech and product price, which may have a regulating effect on the influence of product suppliers' corporate social responsibility on anchor performance, which is helpful to further expand the relevant research on live broadcast marketing. Third, the current research on corporate social responsibility is relatively extensive, but there are still relatively few studies that incorporate corporate social responsibility into live broadcast situations. This study incorporated corporate social responsibility (CSR) into the live broadcast context, explored its impact on the performance of anchors, introduced the research of CSR into a new practice context, and expanded the research boundary of CSR.

Date of Award	7 Jan 2025
Original language	Chinese (Traditional)
Awarding Institution	City University of Hong Kong
Supervisor	Xu ZHENG (Supervisor)