关键词: 电商直播, 负面事件, 主播声誉, 修复策略, S-O-R理论

Abstract: Streamer reputation is an important signal for consumer live shopping and a key factor for streamer to win market position, and safeguarding a good streamer reputation is a core issue that streamer team should take seriously. This study explores the impact mechanisms of negative events on the reputation of streamer and post-event repair strategies using a situational experiment method. The results indicate that morality negative events and ability negative events exhibit no significant difference in their negative impacts on the affect-based reputation of streamers, but ability negative events significantly reduce the cognition-based reputation of streamers. Consumers’trust on streamers’ability and on streamers’benevolence play mediating roles to the impact of negative events on cognition-based reputation and affect-based reputation of streamers. There is a significant interaction between the types of streamer negative events and repair strategies. In the cases of ability negative events, benefit-aimed repair strategy are more effective in restoring consumers' trust and reputation of streamers than emotion-aimed repair strategy. In the cases of morality negative events, there is no significant difference in the effectiveness of the two repair strategies. Therefore, streamers should pay attention to the negative impact of negative events and adopt targeted repair strategies according to the type of negative events.

Key words: e-commerce live streaming, negative events, the reputation of streamer, repair strategy, the S-O-R theory