Research On The Influence Of E-commerce Anchor Attribute On Consumers’ Impulsive Purchase Intention

With the gradual maturity of e-commerce development,the advantages of Ecommerce live broadcast gradually emerged,live with goods ushered in a huge development opportunity,making E-commerce anchors become an important figure connecting consumers and products,they can use their attractive superior appearance and voice and other charms to attract consumers to buy,but also use their wealth of knowledge in the live broadcast platform to guide consumers to take the initiative to buy their recommended goods.Thus,it is clear that the attribute characteristics exhibited by anchors in the live broadcast can have a great influence on consumers’ purchase.Thus,it is of great practical importance to study how anchors influence consumers’ Impulsive purchase intentions.However,most of the existing studies only focus on E-commerce anchors from the perspectives of presence and mind-flow experience,and there are few studies on other perspectives related to E-commerce anchors.Therefore,this study is an innovative approach to investigate how the attributes of E-commerce anchors affect consumers’ Impulsive purchase intentions from two perspectives: Zhong-Yong thinking and Virtual Haptics.This study firstly,combed through the existing literature on E-commerce anchors,Impulsive purchase intention,Virtual Haptics,and Zhong-Yong thinking;secondly,on the basis of multisensory interaction and integration theory,Virtual Haptics was selected as a mediating variable between E-commerce anchor attributes and Impulsive purchase intention,based on which a research hypothesis and a theoretical model were developed,and a questionnaire survey method and a situational experiment method were used to conduct the study.The study was then conducted;then,this study distributed questionnaires online and used SPSS26.0 and AMOS24.0 software to conduct descriptive statistical analysis,reliability analysis,main effect test and Process plug-in to do mediating effect test on the valid questionnaires recovered to verify the hypothesis;finally,a scenario experiment was also conducted on top of this study.Aiming at the high/low charisma of the live broadcast anchors,different webcast scenarios were simulated by recording explanation videos in advance,and the research conclusions were finally drawn after testing and analyzing the experimental results.The results show that :(1)the interactivity,presentation,charisma,professionalism and recommendation of E-commerce anchors positively affect Virtual Haptics;(2)Virtual Haptics positively affects Impulsive purchase intention;(3)Virtual Haptics mediates between the interactivity,presentation,charisma,professionalism and recommendation of E-commerce anchors on Impulsive purchase intention;(4)Zhong-Yong thinking negatively moderates between Virtual Haptics and Impulsive purchase intention.This study gives countermeasures and suggestions on how to improve consumers’ Impulsive purchase intentions.This can help improve the quality of Ecommerce anchors as well as help E-commerce companies to select the most suitable E-commerce anchors for their consumers based on their needs,convert consumers into their loyal fans,and thus promote the development of the whole live streaming industry.