The Influence Of Relative Performance Information On The Performance Of Internet Anchor

With the rapid development of internet live broadcasting industry,traditional industries began to explore the "live broadcasting+" business model for new development.In this wave,the Internet anchor industry came into being,and was sought after and concerned by young people.Different from the traditional industry,the anchor profession has unique "Internet" characteristics,and its relative performance information is more real-time and open.The relative performance information published on the live broadcast platform and data website can not only be obtained by the anchor group,but also be known by the audience,and have an impact on their behavior,thus profoundly affecting the anchor’s future job performance.However,there is a lack of research on the influence mechanism of relative performance information on job performance.Based on this,this paper takes the anchor on YY live broadcasting platform as the sample,and uses experimental research method and empirical analysis method to construct two moderating mediating models.Considering the moderating effect of facial traits,this paper studies the mechanism of relative performance information on anchor’s future job performance.The results show that:(1)from the perspective of the influence path of anchor behavior,relative performance information will have an indirect positive impact on future job performance through the intermediary role of anchor’s short-term efforts;the indirect impact will be moderated by facial traits.(2)From the perspective of the influence path of external audience,relative performance information will also have an indirect positive impact on future job performance through the intermediary role of audience choice,which will be moderated by facial traits.This study reminds managers to use the mechanism of relative performance information to motivate employees.In the design and formulation of incentive programs,managers should also attach great importance to the personal characteristics of employees.In addition,practitioners in live broadcasting and similar industries should pay attention to appearance and maintain personal appearance,so as to achieve higher job performance.