Research On The Impact Of Anchor Characteristics On Consumer Purchase Intention In The Context Of E-commerce Live Streaming

Since 2021,e-commerce live streaming as a new business model has started to develop rapidly.As of June 2022,the number of e-commerce live streaming users in China has reached 469 million,accounting for about 44.6% of the total number of netizens.Under the superposition of the development opportunities of the digital economy and the impact of COVID-19,the e-commerce live broadcasting industry has entered a golden period of vigorous development.During this period,the benefits of ecommerce live streaming have gradually emerged,becoming a channel for more and more consumers to obtain product information and enjoy discounts.E-commerce anchors,as an important link for interaction between live streaming platforms and consumers,their performance and behavior will have an impact on consumers’ purchasing behavior.However,research on e-commerce live streaming is currently in its infancy,and there is relatively little research on the characteristics of e-commerce anchors.Therefore,it is necessary to explore the relationship between the characteristics of e-commerce anchors and consumers’ purchase intentions.This article believes that the characteristics of e-commerce anchors can influence consumers’ perceptions and social presence,thereby influencing their purchase intention.Based on this,this study aims to explore the influence mechanism of e-commerce anchor characteristics,perceived value and social presence on consumers’ purchase intention and provide theoretical guidance for participants in the live streaming industry.On the basis of reviewing and summarizing relevant literature,this article is based on social presence theory,perceived value theory,and SOR theory,drawing on existing theoretical models of e-commerce live broadcast anchor characteristics on consumer purchase intention,and constructing a research model of e-commerce live broadcast anchor characteristics,perceived value,social presence,and consumer purchase intention,and proposing corresponding hypotheses.Based on the research hypothesis,the corresponding questionnaire was designed and the research data were collected.The empirical analysis was carried out using SPSS 26.0 and AMOS 20.0 and other analytical tools.Based on a series of descriptive analysis,robustness analysis and model validation analysis,targeted recommendations on the operation strategies of the ecommerce live broadcasting platform and the whole e-commerce live broadcasting industry were proposed to better promote the development of the industry.Through empirical analysis,it was found that:(1)the characteristics of ecommerce anchors have a significant impact on consumers’ purchase intention.Among them,popularity,interactivity and professional characteristics of the anchor have a positive impact on consumers’ purchase intention.(2)Except for the insignificant effect of anchor interactivity on perceived value,other anchor characteristics have a significant effect on perceived value and social presence.(3)Consumers’ purchase intention is significantly influenced by perceived value and social presence,and these two factors play a partial mediating role between anchor characteristics and consumers’ purchase intention in e-commerce live streaming.Among them,professionalism and popularity cannot influence purchase intention through perceived value,while the other mediating effects are all through.