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3210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。
直播经济中的准社会交往机制——来自斗鱼平台的经验证据
摘要
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曾雪云, 费一洋. 直播经济中的准社会交往机制——来自斗鱼平台的经验证据[J]. 财经研究, 2023, 49(12): 136-148.
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