Research On The Influence Of Anchor Environment Cue Type On Purchase Intention In Online Live Shopping

With the popularity of the Internet and the prosperity and development of online shopping,online live shopping as a new way of shopping has been gradually known by the public.The outbreak of COVID-19 has also created many favorable conditions for online live shopping.Many enterprises have shifted their attention from offline to online under the influence of the epidemic.Online live shopping has provided a new marketing platform for them.With its initiative,interaction,entertainment and preferential features,webcast has created many sales miracles.Reasonable use of the unique advantages of online live shopping can make a great contribution to improve the corporate image,reputation and turnover.In the development process of online live shopping,the identity of the anchor and the types of products are constantly enriched.However,the existing research is less,which can not provide enough theoretical guidance for relevant enterprises and marketing personnel.Therefore,this paper attempts to explore the impact of the interaction between the types of environmental cues provided by the anchor,the identity characteristics of the anchor and the product price on consumers' perception and purchase intention.Based on the S-O-R theory,this paper classifies the anchor environment cues into task related cues and emotion related cues.Combined with the technology acceptance model,it takes perceived usefulness and perceived hedonism as the mediating variables of consumer perception,and consumer purchase intention as the dependent variable.This paper assumes that in the process of online live shopping,anchor environment cue type will affect consumers' purchase intention by influencing consumers' perceived usefulness and perceived hedonism,and anchor identity characteristics and product price will play a moderating role in the influence of anchor environment cue type.In order to verify a series of hypotheses proposed in this paper,three inter group experiments were designed to verify the direct impact of anchor environment cue type on consumers' purchase intention in the process of online live shopping,and the moderating effect of anchor identity characteristics and product price.In this paper,we collect data through online questionnaire,insert the content of the experimental situation into the online questionnaire,and use the previous maturity scale to measure the subjects' perception and behavior intention.Finally,we analyze the data through SPSS software,and the experimental results verify a series of hypotheses proposed in this paper.The research results of this paper will provide some marketing enlightenment for enterprises to adopt online live shopping marketing.