Research On The Impact Of Negative Conduct Of Business Anchors In E-commerce Live Broadcast On Consumer’s Retaliation Behaviour

From the first year of live broadcasting to the current live broadcast boom,the live broadcasting industry from the initial entertainment to live broadcasting,growing into a huge industry integrating commercial value and entertainment value,in early 2020,due to the emergence of the new crown epidemic,all offline activities and exchanges have been stopped,the Internet has become the only channel for public interaction,e-commerce live broadcasting in this epidemic is ushering in explosive growth,due to the isolation policy caused by the inability to carry out offline consumption,everyone will transfer consumption to online,As an indispensable e-commerce anchor in the process of carrying goods,it has also become a popular profession,celebrities,entrepreneurs,merchants,etc.have become anchors,joining the outlet of live streaming with goods,therefore,the merchants themselves with live broadcasts of goods have also come into being,but due to lack of experience and other reasons,the quality of the anchors of the merchants’ self-broadcast is uneven,and the negative behavior generated by some business anchors brings bad harm to consumers,and then eats back the merchants themselves.This paper takes this article as the starting point,through the study of the service failure in the self-broadcast of merchants,fills the research gap in the field of e-commerce live broadcasting,and at the same time,provides marketing suggestions for merchants based on the collected data,in order to help merchants achieve better development in the self-broadcasting and goods sector.Based on literature research such as S-O-R theory and emotion cognition theory,this study takes the negative behavior of business anchors as the independent variable,the negative emotions of consumers as the intermediary variables of the negative behavior of business anchors and consumer retaliation behaviors,and the charismatic attributes of business anchors as the adjustment variables,and constructs a model to explore the relationship between variables.In this study,two experimental groups were set up using the scenario questionnaire method,and 186 questionnaires were collected each,for a total of 372 questionnaires.The sample data was analyzed by SPSS21.0and amos25.0 software by means of sample analysis,regression analysis,multi-group testing,etc.,and the following results were obtained:(1)The negative behavior of the business anchor had a direct positive impact on the retaliation of consumers.(2)The negative behavior of business anchors has an indirect positive impact on consumer retaliation through consumer negative emotions.(3)In the context of the high charm attribute of the business anchor,consumers are less likely to produce negative emotions for the negative behavior of the business anchor,that is,the charm attribute of the business anchor plays a negative regulatory role between the negative emotions of the business anchor and the negative emotions of consumers.Finally,according to the conclusion of empirical analysis,reasonable suggestions are made for business anchors: businesses should try to avoid the occurrence of negative behaviors of their anchors,and once negative behaviors occur,they should reduce the perceived severity of consumers in a timely manner,enhance the personal charm of business anchors from the aspects of appearance,personality,and timbre,or hire anchors with higher personal charm to attract consumers,increase the effect of carrying goods while reducing consumers’ negative emotions,and avoid consumers retaliating against merchants.