Research On The Influence Of Business Anchor Characteristics On The Image Of Company Brand Based On E-commerce Live Broadcast

In recent years,the live broadcasting industry has developed rapidly,and many large traffic e-commerce or social platforms are increasing day by day."Live broadcasting + e-commerce" has gradually developed into a new choice for many enterprises to carry out brand marketing.At the same time,more and more brands and anchors have entered the field of live broadcasting.However,many brands lack highquality anchors,which eventually brings a series of negative effects that damage the image of company brand.For brand businesses,if they want to cultivate or select truly excellent business anchors that are suitable for their own brand image,they must clarify the personal characteristics and professional qualities that business anchors should have.Therefore,this paper mainly studies what specific characteristics of business anchor in e-commerce live broadcast scene will have a significant impact on the image of company brand.This study is based on stereotype content model,opinion leader theory,interactive marketing theory and other literature research,Take the characteristics of business anchor(interactivity,professionalism,popularity and attraction)as the independent variable,the brand perception of consumers as the intermediary variable of business anchor characteristics and the image of company brand,and the brand involvement of consumers as the moderating variable of business anchor characteristics and brand perception.By completing the construction of the model,we can study the relationship between various variables.Based on the data collected by questionnaire survey,this study makes statistics and Analysis on the data,and obtains the following results:(1)The characteristics of business anchor have a direct positive impact on the image of company brand,and have an indirect positive impact on the image of company brand through brand perception;(2)Brand involvement plays a reverse regulatory role in the role of business anchor characteristics on brand intimacy perception,but does not play a regulatory role in the role of business anchor characteristics on brand ability perception.Finally,according to the conclusion of empirical analysis,the following suggestions are put forward:(1)Business anchors should strive to improve their popularity,professionalism,interactivity and attraction,and better understand how to bring a positive impact on the image of company brand by showing their own characteristics through continuous adjustment.(2)Brand businesses should clarify their own image of company brand,comprehensively consider their personal characteristics and professional quality when cultivating or selecting business anchors,and realize the continuous improvement and mutual promotion of business anchors and the image of company brand.