关键词: 直播电商在线服务失败, 心理契约违背, 角色一致性, 负面口碑评价, 直播平台类型

Abstract: With the growing popularity of the new retailing mode on social media, livestreaming marketing not only creates demand, but also produces many negative effects. Previous studies mainly focused on issues such as industry regulation and public communication, but paid insufficient attention to the negative word-of-mouth spillover effect of online service failure of live streaming e-commerce, and lacked a perfect explanation mechanism model. Based on this, this paper aims to explore the mechanism and boundary conditions of online service failure of live streaming e-commerce affecting consumers' negative WOM evaluation. Findings of three experiments are as follows: The failure of morality-led live streaming e-commerce service is likely to stimulate consumers' retaliatory negative word of mouth, while the failure of function-led service is more likely to stimulate the seeking of supportive negative word of mouth; there is a dual mediating mechanism for the negative WOM evaluation of consumers caused by the failure of online service of live streaming e-commerce, namely, psychological contract violation and role consistency perception jointly mediate the impact of online service failure of live streaming e-commerce on negative WOM evaluation of consumers; the type of live streaming platform can moderate the common mediating effect of psychological contract violation and role consistency perception, which in turn affects the negative WOM evaluation. The conclusion enriches the theoretical research framework of live streaming marketing and online service failure, and provides practical guidance for live broadcast e-commerce service failure management.

Key words: Live Streaming E-Commerce Online Services Failure, Psychological Contract Violation, Role Consistency, Negative Word-of-Mouth Evaluation, Live Streaming Platform Type