Research On The Influence Of Network Anchor Characteristics On Consumer Attitudes

With the progress of Internet technology,a variety of live broadcast software emerge in endlessly.This has also become a channel for businesses or enterprises to conduct product marketing,and KOL(key opinion leader)in the live streaming e-commerce platform has also become active,and e-commerce broadcasting has become a hot spot in the industry.Consumers' ability to screen all kinds of consumer information is poor,while E-commerce network anchors have a high degree of familiarity with products in their specialized fields.They communicate with consumers to introduce product information,recommend products and display personal information Charm to attract consumers,so e-commerce anchors are many consumers access to product information is an important source.More and more e-commerce platforms set up the opinion leaders' zone in the live broadcast,signing up or cultivating KOL independently,so as to contribute to the marketing of products.Thus it can be seen that the network anchors characteristics of e-commerce network play a more and more important role in the consumer attitude.The academic research on the field of e-commerce live broadcasting is mainly reflected in the characteristics and marketing strategies of the live broadcasting platform.The research on the factors that affect the attitude of consumers to e-commerce network anchor characteristics is relatively weak.However,the emergence of consumer attitudes is closely related to the occurrence of consumers' purchase behaviors,so it is necessary to study the influence factors of consumers' attitude on the e-commerce anchor characteristics.In this paper,we hope to provide suggestions for the merchants preparing to promote and sell products through e-commerce direct broadcast,and provide theoretical guidance and data support for further research.This topic is based on consumer behavior related theory,using the method of empirical research,first of all electrical characteristics and business live,opinion leaders in the field of consumer attitudes and related literature comb summary,theory combined with practice,carding influencing factors,on the basis of theoretical model is proposed.According to the previous research,the e-commerce anchor is used as the research content,the interaction between the anchor and the consumer in the direct broadcast process is taken as the adjusting variable,the model of the influence of the e-commerce network anchorman on the consumer's attitude is put forward,and the theoretical model is tested by SPSS20.0.The empirical results show that e-commerce network anchor characteristics have a positive impact on consumer attitudes,that is,enhancing the popularity of e-commerce network anchors helps to enhance consumer attitudes,and increasing the professionalism of e-commerce network anchors contributes to the improvement of consumer attitudes.Enhance the involvement of e-commerce network anchor products will help improve consumer attitudes.In addition,the research also shows that the interaction between the e-commerce network anchor and consumers in the live broadcast process does not have a positive regulatory effect on their attitudes towards consumers.Accordingly,this paper puts forward some suggestions:Merchants or enterprises should select the opinion leaders with better visibility,professionalism and product involvement to promote the live broadcast.Reasonable arrangements for interactive aspects of the live broadcast to display product content as the main task,but should not make the interaction is too low,in order to produce the best impact on consumer attitudes.