Research On The Influence Of The Attraction Of E-commerce Anchor On Consumers’ Purchase Intention Under Different Brand-awareness Products

Due to the impact of the epidemic,domestic and foreign consumption trends and demands have undergone earth-shaking changes,and the e-commerce live streaming industry has ushered in a stage of rapid development.Compared with traditional online shopping,the virtual characteristics of live shopping cause consumers to pay more attention to the attractiveness of live streamers to evaluate products.However,with different features of anchor attraction,the perception and purchasing experience brought to consumers are completely different.When consumers buy products with different brand awareness,they will be induced by different attractive features anchors.From the two perspectives of anchor attraction and product brand awareness,this study explores the interaction effect on consumers’ purchase intention.Based on SOR theory,social network theory and fine processing possibility model,this paper proposes a research model in which the interaction between anchor attraction(interpersonal attraction VS physical attraction)and brand awareness(well-known brand products VS unknown brand products)affects consumers’ identity mechanism and thus their purchase intention.Data were obtained through experiments in different scenarios,and SPSS26.0 software and PROCESS plug-in were used to test the hypothesis.The research draws the following conclusions:(1)In the context of e-commerce live broadcasting,the interaction between anchor attractiveness characteristics and brand awareness significantly positively influences consumers’ purchase intention.For consumers who buy famous brand products,the interpersonal attraction features of anchors can promote consumers’ purchase intention more.For consumers who buy non-well-known brands,the physical attractiveness of anchors can better promote consumers’ purchase intention.(2)Identity mechanism plays a mediating role in the interaction between anchor attraction and brand awareness on consumers’ purchase intention.(3)Consumer involvement has a negative moderating effect between the identification mechanism and consumers’ purchase intention.This study has certain theoretical innovations:(1)From the two perspectives of anchor attraction and product brand awareness,it comprehensively discusses its impact on consumers’ purchase intention,which enriches the research in the field of e-commerce live broadcasting.(2)From the perspective of anchors’ influence on consumers’ social influence,this paper explores the influence of consumers’ purchase intention,introduces the concept of identity mechanism,and provides a new perspective for the study on the influence path from anchors’ attribute to consumers’ purchase.(3)Taking the degree of consumer involvement as the moderating variable of the model,the influence of consumers’ rational behavior on the emotional cognition of e-commerce anchors is explored,which is conducive to the further development of rational consumption research of consumers in the field of e-commerce live broadcasting in the future.The practical significance of the research is reflected in the following aspects:(1)Enterprises should choose attractive anchors to promote products according to the brand awareness of products.(2)E-commerce anchors should adopt different marketing strategies according to different consumer involvement degrees and implement personalized marketing.