分类号密级
U D C 编号10486
武汉大学
硕士学位论文
请官员，还是请网红？
——直播代言人身份类型、语言风格对
消费者购买意愿的影响
研究生姓名：郭瑞静
学号：2018201050317
指导教师姓名、职称：吴思副教授
学科、专业名称：市场营销
研究方向：网络营销
二〇二一年五月
Officials,or Wanghong?Impact of Identity
Type and Language Style of Spokespersons
on Consumers'Purchasing Intention under
Live Streaming
By
Guo Ruijing
May,2021
中文摘要
在公益产品营销领域，官员和网红带货直播成为最常见的两种形式。从传播
的角度来看，无论是商业广告还是公益广告，在广告中出现知名的公众人物能够
扩大传播效果。直播带货中，官员一改往日的严肃，风趣幽默的语言表达引发了
不少用户的好奇心，而有些官员依然采用较为正式的语言表达方式；网红天生具
有网络属性，但目前不少网红正极力塑造较为正统的形象。官员和网红具有较大
的身份差异，在直播带货过程中所使用的语言风格也存在不同，由此对消费者的
认知和购买意愿产生了怎样的影响，以往的文献并未给予足够的重视。因此本研
究将两种代言人的身份类型（官员和网红）和语言风格（标准语言和网络语言）
进行匹配，探究对消费者购买态度的影响。
本研究通过三个正式实验深入探究了代言人身份类型与语言风格对消费者
购买意愿的影响、感知匹配性的中介作用以权力距离信念的调节作用。正式实验
前本文通过一项预调查为后续实验材料的选择做了铺垫。实验一验证了代言人身
份类型和语言风格之间存在交互效应；实验二验证了感知匹配性的中介机制和权
力距离的调节机制；实验三进一步验证了假设，保证结果的稳健性。本研究结论
如下：
（1）代言人身份类型和语言风格存在交互作用，官员采用标准语言（vs 网
络语言）和网红采用网络语言（vs 标准语言）对消费者的购买意愿有积极影响。
（2）感知匹配性在代言人身份类型和语言风格对消费者的购买意愿的影响
中起到中介作用。
（3）消费者的权力距离信念具有调节作用。对于高权力距离者，代言人身份
类型和语言风格之间的交互效应依然存在；对于低权力距离者，官员采用标准语
言（vs 网络语言）对消费者的感知匹配性和购买意愿的影响并无明显差异，而网
红采用网络语言（vs 标准语言）对消费者的感知匹配性和购买意愿的影响依然更
积极。
本研究通过验证代言人身份类型和语言风格对消费者购买意愿的影响，从理
论上拓展了代言人类型的研究领域，从广告语言风格角度丰富了匹配性的相关研
究，在实践上为公益产品直播带货的内容制作、广告投放等提供了指导意义。
关键词：直播带货；官员；网红；感知匹配性；权力距离
I
Abstract
In the field of public welfare product marketing,Officicals and Wanghong live
streaming have become the two most common forms.From the perspective of
communication,whether it is commercial advertising or public service advertising,the
appearance of well-known public figures in the advertisement will greatly expand the
communication effect.In the livestreaming,Officials changed the usual serious and
humorous language expression,which aroused the curiosity of many users,while some
Officials still used more formal language expression.Wanghong has a network nature,
but some of them are currently trying to create a more orthodox image.Due to the large
identity difference between Officicals and Wanghong,as well as the different language
styles used in the process of live broadcast and delivery of goods,the previous literature
has not paid enough attention to the influence of this on consumers'cognition and
purchase intention.Therefore,this study matches the identity types (Official and
Wanghong)and language styles (standard language and network language)of the two
endorsers to explore the impact on consumers'purchasing attitudes.
Through three formal experiments,this study explored the influence of identity
type and language style on consumers'purchase intention,the mediating role of
perceived matching,and the moderating role of power distance beliefs.Before the
formal experiment,we made a preliminary investigation to pave the way for the
selection of experimental materials.Experiment 1verified the interaction between the
identity types of endorsers and language styles.Experiment 2verified the mediating
effect of perceptual matching and the moderating effect of power distance.Experiment
3further verified the hypothesis and ensured the robustness of the results.The
conclusions of this study are as follows:
(1)There is an interaction between the identity type of endorsers and the language
style.The use of standard language by Officicals (vswork language)and the use of
network language by Wanghong (vs.standard language)has a positive impact on
consumers'purchase intention.
(2)Perceived matching played a mediating role in the influence of identity type
and language style of endorsers on consumers'purchase intention.
(3)Consumers'power distance beliefs have a moderating effect.For those with high
power distance,the interaction between identity type and language style still
II
exists.Howerver,for those with low power distance,there is no significant difference in
the impact of official's adoption of standard language (vswork language)on
consumers'perceived match and purchase intention,while the impact of Wanghong's
adoption of network language (vs.standard language)on consumers'perceived match
and purchase intention is still more positive.
This study verified the influence of endorser's identity type and language style on
consumers'purchase intention,theoretically expand the endorser’s type of research,
rich the related research of matching from the point of view of advertising language
style,and provides guidance for the content production and advertising delivery of
public welfare products live streaming commerce.
Keywords:Live Streaming;Official;Wanghong;Percieved Matching;Power Distance
III