Research On The Influence Mechanism Of Fitness Anchor Characteristi Cs On Consumers’ Purchase Intention Of Sporting Goods

As a new way of shopping,e-commerce live broadcasting has broken the limitations of traditional online shopping.Since the launch of e-commerce live broadcast,it has been favored by consumers with its efficient mode of transmission,real-time interactive content and convenience of shopping.Since 2018,domestic ecommerce live broadcast has shown a spurt of growth,and e-commerce live broadcast sales have exploded.The explosive growth of e-commerce shopping live broadcast is not only an opportunity for the platform,but also puts forward more stringent requirements for the key figure of this live shopping guidance,the anchor.As an important part of e-commerce live broadcast,consumers ’ e-commerce platform and anchor characteristics will have an important impact on consumers ’ consumption concept when watching experience.In particular,those high-quality anchors who are full of personality charm,deeply introduce consumer attraction into the live broadcast,so that consumers are deeply affected by it when watching,and then generate consumer behavior.Therefore,it is particularly necessary to further explore how the special group characteristics of live broadcast platform anchors affect consumers ’purchase intention.As one of the main groups of fitness anchors with goods,the various characteristics of their performance in the live broadcast room,speech acts have an important guiding role in consumers ’ purchase intention.Therefore,from the perspective of fitness anchor characteristics,this study takes consumer perceived value as an intermediary to explore how fitness anchor characteristics affect consumers ’ perceived value and purchase intention of sports goods ? Does perceived value play a mediating role ? What is the role of interactivity in the research,and how does the characteristics of fitness anchors affect consumers ’ willingness to purchase sporting goods ? In view of the above problems,this study takes the S-O-R theory and the purchase intention model as the research theoretical basis,takes the interaction as the research adjustment variable,takes the consumer ’s perceived value as the intermediary variable,and takes the fitness anchor ’s professionalism,attraction and popularity as the independent variables.The theoretical model of fitness anchor characteristics on consumer purchase intention is constructed,and then the hypothesis of this study is put forward,and the questionnaire design of each variable is put forward.In order to ensure the authenticity and reliability of the questionnaire,a presurvey of the questionnaire was conducted first.After the reliability and validity test was completed,the formal questionnaire was issued and distributed for three months.Finally,526 questionnaires were collected and 513 valid questionnaires were collected.The effective recovery rate was 97.5 %.Then use the PROCESS plug-in in SPSS24 to carry out descriptive statistics,reliability and validity analysis,common method deviation test,demographic difference test,correlation analysis,mediation analysis,regression analysis and moderated mediation.The analysis results show that : 1.Fitness anchor characteristics directly affect consumer perceived value.2.Effect of consumer purchase intention is consumer perceived value,and directly affected by consumer perceived value.The intermediary role between fitness anchor characteristics and consumer purchase intention is consumer perceived value.The characteristics of fitness anchors and consumers ’perceived risk value are regulated by the interaction between anchors and consumers;the controllability of the interaction between anchors and consumers plays a moderating role between fitness anchors ’ popularity and consumers ’ perceived functional value.5.In the consumer group with high level of interactivity,the perceived value of consumers is continuously improved and significantly affects the purchase intention under the influence of the external stimulus source of anchor characteristics,which regulates the first half of the intermediary process.Therefore,in the path of taking the perceived value of the intermediary variable as the fitness anchor characteristic and the consumer purchase intention,the interaction has adjusted it,thus forming a mediating effect model with interaction as the adjustment.Therefore,In order to better promote fitness anchors to carry out sports marketing and consumer sports goods purchase,from the fitness anchor and consumer level to make relevant recommendations.The study believes that fitness anchors should pay attention to professional learning and improve self-skills;increase effective exposure and enhance self-awareness;strengthen the interaction between anchors and consumers and enhance the attractiveness of anchors.Consumers should keep the bottom line,choose goods rationally and avoid being deceived;improve perceived risk and be alert to potential purchase risk;we should also pay attention to the endogenous drive of self-perceived value.