Research On The Influence Of E-commerce Anchor Brand Image On Audience Consumption Behavior

The advancement of technology has brought about changes in communication methods.The popularization of mobile smart terminals and the coverage of traffic have provided a material foundation for the development of the online economy.The development of the e-commerce live broadcast industry has attracted more attention under the current situation.In the hot "bringing goods" boom,problems such as a single marketing model,low conversion rate,and high return rate have also emerged one after another.As a bridge between audiences and products,e-commerce anchors play a pivotal role in the e-commerce live broadcast process.For anchors,building a good brand image can help enhance communication and increase conversion rates.Taking the brand image of e-commerce anchors as the research object,through combing the literature of e-commerce anchors,brand image and consumer behavior,and finally using the CIS corporate identity system to explore the construction dimensions of their brand image,extracting the anchor's concept,behavior and visual identity elements as Predictive variables,including six stimulus factors of consumption philosophy,values,speech behavior,activity behavior,personal image and environment,draw on the theory of perceived value and use utilitarian cognition and affective cognition as intermediary variables through SOR theory and AISAS model Establish a model of the effect of e-commerce anchor brand image on audience consumption behavior,and propose hypotheses about the influence of e-commerce anchor brand image on audience consumption behavior,collect data through questionnaires,use SPSS for data analysis,and verify the conclusions and give recommendations.The empirical results show that the anchor's consumption philosophy,speech behavior,personal image,and scene environment will have a significant positive impact on functional cognition;values,speech behavior,activity behavior,and scene environment will have a significant impact on emotional cognition.The positive influence relationship;functional cognition and emotional cognition will have a significant positive influence on the consumer behavior of the audience.Based on the conclusions,suggestions are made from the three perspectives of anchor brand image shaping,e-commerce live broadcast industry and audiences,to provide a rational path for e-commerce anchors to shape their brand image and help the e-commerce live broadcast industry to better serve the audience.