Research On The Influence Of Network Anchor Characterics In E-commerce Livestreaming On Consumer's Purchase Intention

Technological change drives a shift in The user attention.The rapid progress of technology promotes The evolution of The forms of electronic commerce.With the advantages of real-time output and short marketing path,E-commerce livestreamingt has rapidly developed into a hot spot in the industry.As the opinion leader of the live studio,anchors are the main source for consumers to obtain product information.They play an important role in consumers' purchasing decisions.At present,the research in this field mainly focuses on the discussion of industry and mode,the attribute characteristics of platform and marketing strategy.However,there are still few studies that combine consumer behavior with it.Considering that in this environment,the characteristics of anchors are closely related to consumer behavior,it is necessary to study the influence of the KOL characteristics on consumer attitudes and behaviors.Based on consumers' purchase intention,this paper combined with the perceived value theory and SOR model to explore the influence of KOL characteristics on consumers' purchase intention in e-commerce live streaming.In this paper,data were collected through simulation experiment,and then SPSS was used to verify the model hypothesis.Finally we get the following conclusion:In E-commerce livestreaming,enhancing the professionalism,interactivity and popularity of anchors can enhance consumers' perception of entertainment value and utility value.Perceived entertainment value and perceived utility value are positively correlated with purchase intention.Perceived entertainment value plays a mediating role in the influence of anchors' interactivity and popularity on purchasing intention.Perceived utility value plays an intermediary role in the influence of professional,interactive and popularity on consumer's purchase intention.This study has deeply discussed the influence of the professional,interactive and popularity of anchors on consumers' purchase intention,provided theoretical guidance for the follow-up research,and provided some suggestions on the cultivation of anchors and the formulation of marketing and promotion strategies for merchants in practice.