Reducing the social distance between livestreamers and viewers is known to enhance viewership as well as generate desirable psychosocial and economic outcomes. However, apart from the social dimension, scholars have not explored other distance dimensions that may induce the same benefits. Leveraging the construal level theory, the current study explicates the concept of distance in the form of three different perceived psychological distance dimensions (i.e., perceived response latency, heterophily, and spatialization) to examine how it can induce viewership in the context of livestreaming. A survey conducted in Singapore ( n = 401) found that the effect of perceived heterophily affecting viewership in livestream was moderated by viewers’ chronic construal tendencies, demonstrating a construal fit. The current study provides insights into how chronic differences in viewers’ construal can influence viewership.

中文翻译：

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人物、平台和地点：心理距离对直播收视率的条件影响


众所周知，缩短直播者和观众之间的社交距离可以提高收视率，并产生理想的社会心理和经济结果。然而，除了社会维度之外，学者们还没有探索其他可能产生相同好处的距离维度。利用解释层面理论，本研究以三个不同的感知心理距离维度（即感知反应延迟、异质性和空间化）的形式阐述了距离的概念，以检验它如何在直播的背景下诱导收视率。在新加坡进行的一项调查 （n = 401） 发现，感知到的异质性影响直播中收视率的影响受到观众的长期解释倾向的调节，表明了解释契合度。目前的研究提供了关于观众解释的长期差异如何影响收视率的见解。