The Interactive Effect Of Anchor Type And Product Type On Purchase Intention: The Mediating Role Of Positive Emotion Predictio

E-commerce live broadcast has become a new form of sales favored by consumers.There are,however,some practical questions that remain unanswered in this area,such as,for different types of anchors,how to choose appropriate product types to improve sales performance? For manufacturers of different types of products,how to choose the right type of anchor to improve product sales? Based on the matching hypothesis,the current study examines the interaction between the type of anchor and the type of product on purchase intention and its mechanism from the perspective of positive affective forecasting.This not only provides specific guidance and suggestions for solving the above practical problems,but also provides new evidence for the correlation between matching hypothesis and positive affective forecasting,which expands the practical validity of relevant theories.Through three studies,the current article discusses the interaction between anchor type and product type on purchase intention,and the mediation effect of positive affective forecasting on the interaction between the two.Specifically,study 1 explored the interaction between anchor type and product type on purchase intention through text manipulation of anchor type and simulation experiment of imagined live broadcast scene.The results showed that the interaction between anchor type and product type is not significant.However the matching of anchor type and product type is significantly related to purchase intention.Study 2 explored the interaction between anchor type and product type on purchase intention in an imaginary live broadcast scenario by manipulating anchor type with pictures,and examined the mediation effect of positive affective forecasting.The results showed that for the product highlighting hedonic value,Internet celebrity anchors evoked higher positive affective forecasting than corporate anchors,and consumers showed higher purchase intention.For the same product that highlighting utilitarian value,Internet celebrity anchors evoked higher positive affective forecasting than corporate anchors,but there was no significant difference in purchase intention induced by Internet celebrity anchors and corporate anchors.In study 3,anchors’ face attractiveness was further controlled,and the ecological validity of the results was improved through real live broadcast scene simulation experiment.The results showed that Internet celebrity anchors evoked higher expectations of positive affective forecasting and showed higher purchase intention than corporate anchors when it came to the product highlighting hedonic value.For the same product highlighting utilitarian value,there was no significant difference in the positive affective forecasting evoked by Internet celebrity anchors and enterprise anchors,but the purchase intention evoked by corporate anchors was significantly higher than Internet celebrity anchors.In conclusion,based on the matching hypothesis,this article finds that the type of anchor and the type of product jointly affect purchase intention,and the positive affective forecasting mediates the moderation effect of the two.Based on this,we suggest that,in order to improve sales performance,Internet celebrity anchors should focus on highlighting the hedonic value of their products during sales.For manufacturers of utilitarian products,under the circumstance of limited funds,employees with lower costs can be selected as anchors to promote products,and more emphasis should be placed on the utilitarian value of products.This article also has some theoretical contributions to the matching hypothesis and positive affective forecasting research.