An online platform is a setting where users may express their attitude in text or visual content. The doctrine thinking in consumer psychology is that greater perceived product value (e.g., more product features or lower price) gives more positive consumer attitude. Because of different types of platforms, however, online users might form their product/brand attitudes in different ways. We gathered 7,264 lines of online reviews about two famous brands on two types of social media platforms: online text-based forums and live-streaming platforms. The data were collected through a web crawler, and semantic analysis was employed to process the data before hypothesis testing. The findings of this study indicate that users’ perception of product features, price levels and brand culture significantly influence user attitude. The more product characteristics communicated on online platforms, the more difficult to formulate a positive user attitude, and users tend to have more positive attitude with higher perceived price. Compared with traditional text-based platforms, contents in live-streaming platforms (e.g., Tik Tok) with less product features, wider culture distance and lower perceived price are favored among users.
In the context of the maturing of the mobile internet, the combination of live streaming and e-commerce has given rise to live e-commerce, a key component of the new digital economy in China. During the live e-commerce, Danmu comments provide users with the opportunity to interact with other viewers in real time. Due to the difficulty of manually analyzing massive amounts of Danmu text, we use text analysis and decision tree regression methods from artificial intelligence techniques to extract and compare group interactions from the Danmu texts of Douyin Live. The results explore and confirm the mechanism of group interactions in Danmu on consumer purchase and further revealed that group carnival plays a higher priority than emotional tendency. This paper makes important theoretical contributions to the field of interactive ritual chain theory and social interaction research in live e-commerce and provides practical advice for increasing live sales and commercialising emerging technologies.
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