Research On The Influence Of E-commerce Anchor Features On Customer Stickiness In Live Broadcasting Room

With the advancement of Internet technology,live broadcasting has overturned the traditional way of information dissemination and opened a new milestone.Live broadcasting has also become a channel for merchants or enterprises to conduct product marketing.In live broadcast marketing,e-commerce anchors play a vital role as the main body of dissemination for consumers to obtain product information.At present,the quality of e-commerce anchors is uneven,and empirical research on which characteristics of e-commerce anchors can effectively attract consumers is still relatively scarce.In an era where the cost of acquiring new customers is getting higher and higher,maintaining old customers is more and more important,and customer stickiness has become one of the important performances of various websites and ecommerce platforms.At present,scholars' research on customer stickiness is mostly in the fields of social networking sites,bilateral platforms,etc.,and research on the field of e-commerce live broadcast is still relatively blank.Based on this,this article constructs the research model of this article based on the SOR model and technology acceptance model to explore the influence of e-commerce anchor characteristics on customer stickiness in the live broadcast room.At the same time,it explores the intermediary mechanism of customer perception value and customer flow experience,and product technology sense is a moderating variable.First of all,this article reviews and sorts out the literature based on the characteristics of e-commerce anchors,customer stickiness in live broadcast rooms,customer perceived value,customer flow experience,SOR theory,and consumer behavior willingness theory.On this basis,the research model of this article is proposed.And put forward the eight main hypotheses and sixteen sub-hypotheses of this article;secondly,this article adopts the method of questionnaire to conduct research.A total of435 questionnaires were distributed,of which 334 were valid questionnaires,of which the effective rate of the questionnaire was 76.8%;through SPSS and Amos performs descriptive analysis,reliability and validity testing,correlation analysis and hypothesis testing on the collected questionnaire data.Eight main conclusions are drawn:(1)The characteristics of e-commerce anchors have a positive impact on customer perceived value,and the credibility,professionalism,interactivity and attractiveness of ecommerce anchor characteristics positively affect customer perceived value;(2)Ecommerce anchors characteristics have a positive impact on customer flow experience,and the credibility,professionalism,interactivity and attractiveness of e-commerce anchor characteristics positively affect customer flow experience;(3)Customer perceived value positively affects customer stickiness in the live broadcast room;(4)Customer flow experience positively affects customer stickiness in the live broadcast room;(5)Customer perceived value plays an intermediary role between the characteristics of e-commerce anchors and customer stickiness in the live broadcast room;(6)Customer flow experience plays an intermediary role in the relationship between the characteristics of e-commerce anchors and customer stickiness in the live broadcast room;(7)The product sense of science and technology does not play a significant role in regulating the professionalism of e-commerce anchors and the perceived value of customers;(8)The product sense of science and technology does not play a significant role in regulating the professionalism of e-commerce anchors and the customer flow experience.Finally,this article discusses based on the research conclusions,puts forward relevant opinions from the perspective of enterprises and e-commerce anchors,and elaborates the limitations and future prospects of this article.