Empirical Analysis Of The Influence Of Clothing Anchor Characteristics On Consumer Purchase Intention

With the development of domestic consumption trend and the change of consumption concept,mode of live marketing has been widely concerned.As the mainstream sales category of e-commerce platforms,clothing commodities occupy a large proportion in the e-commerce live broadcast market.Clothing live broadcast is also favored by the public because of its real-time interactive way of online explanation and on-site trial wear.As an important opinion leader in the E-commerce broadcast room,a series of performance characteristics of clothing anchors can affect consumers’ understanding and perception of clothing,and are closely related to consumers’ purchase decisions.However,at present,the research on clothing live broadcast only focuses on the platform characteristics and marketing strategies,and the research on the characteristics of clothing anchor has not been comprehensive.And the exploration of consumer psychological perception is limited to the direction of perceived value and perceived risk.Therefore,in view of the real-time information transmission characteristics of live broadcast marketing,this study takes live clothing as the research background,combined with SOR model and the theory of telepresence,explores the influence of the characteristics of clothing anchors on consumers’ purchase intention,and discusses the mediating effect of telepresence in it.This study combines the model to set up a questionnaire and collect data.SPSS and AMOS are used to test the reliability and validity of the data and verify the model assumptions.The conclusions are as follows: Among the characteristics of clothing anchors,charm,recommendation,display and interaction characteristics have a significant positive impact on consumers’ purchase intention,and enhancing the four characteristics of clothing anchors can improve consumers’ spatial telepresence and social telepresence.The spatial telepresence and social telepresence have a significant positive impact on purchase intention,and the spatial telepresence and social telepresence play a partial mediating role in the relationship between the four characteristics of clothing anchors and purchase intention.This paper discusses the influence of clothing anchors’ charm characteristics,recommendation characteristics,display characteristics and interaction characteristics on consumers’ purchase intention,and the influence mechanism of telepresence.Combined with the conclusion of data analysis,it provides reference suggestions for the cultivation of anchors and the formulation of live marketing strategy.