A Study On The Influence Of Knowledge Anchors’ Live Streaming On Consumers’ Purchase Intention

With the rise of the internet and the popularity of mobile phones and smart devices,webcast has gradually developed,which also promotes the prosperity of webcast shopping.After the epidemic,local officials,all kinds of celebrities,and all kinds of brand merchants have participated in the live streaming of goods,and the mode of live streaming of goods has been constantly innovated.At this time,New Oriental set up the Oriental Selection studio in Douyin to carry out live broadcast,and rely on bilingual live broadcast quickly popular out of the circle,the success of New Oriental transformation quickly attracted onlookers.At the same time,the education and training industry is undergoing great changes,and many enterprises are looking for their own way out.Dongzhuan not only took the leading position in the education and training industry,but also seized the opportunity of transformation,and was representative and exploratory after the transformation.In addition,there are few studies on the selection of knowledge anchors in the East.Therefore,based on the above background,this paper takes the live streaming of knowledge anchors in the East as the entry point to study the influence mechanism of knowledge anchors’live streaming of goods on consumers’purchase intention.The theoretical model and research hypothesis for this paper was developed using SOR theory and is based on established scales from national and international researchers.First,a preliminary study was conducted to identify problems with the questionnaire and then revise it before formal data collection.The data was then analysed empirically using descriptive statistics,reliability and validity analyses,correlation analyses,regression analyses and tests for mediating effects.As a result,the following conclusions were drawn:First,When the knowledge-based anchor is directly translated as the product,expertise,content,attractiveness and suitability have a significant positive impact on consumers’ purchase intention,while relationship strength has no significant positive impact on consumers’ purchase intention.Second,perceived value mediates the influence of expertise,content,attractiveness and suitability on consumers’ purchase intentions,while perceived value does not mediate the influence of relationship strength on consumers’purchase intentions.Third,consumer trust mediates the process by which specialisation,content,attractiveness and suitability influence consumer purchase intentions,while consumer trust does not mediate the process by which relationship strength influences consumer purchase intentions.Finally,meaningful suggestions are made for knowledge-based intermediaries,brands and retailers,direct-to-consumer platforms,and consumers based on the results of the study,and a summary of the shortcomings and future prospects of the study is provided.