Research on Modeling the Influence Mechanism of Anchors’ Characteristics on Consumers’ Online Purchase Intention and the Anchor Selection Strategy in E-Commerce Livestreaming

DOI

10.2991/978-94-6463-038-1_23How to use a DOI?

Keywords

e-commerce livestreaming; anchors’ characteristics; online purchase intention; influence mechanism; selection strategy

Abstract

In the management of e-commerce livestreaming, livestreaming anchor selection is a very important decision. The performance of livestreaming anchors directly affects consumers’ intention to buy online. Based on the theory of psychological awakening and psychological feeling, this paper analyzes the characteristics of livestreaming anchors from five aspects: charm, professionalism, recommendation, display and interaction, and discusses the specific selection strategies of e-commerce livestreaming anchors by modeling for the influence mechanism of livestreaming anchors’ characteristics on consumers’ online purchase intention. According to the research idea of the structural equation method, the paper first puts forward the research hypothesis, establishes the research model, obtains the data through the questionnaire survey, and then verifies the model through the data analysis, and corrects the original research hypothesis model. Finally, based on the revised livestreaming anchors’ characteristics influence mechanism model on consumers’ online purchase intention and related path coefficient, according to the differences of consumers’ psychological feelings, the paper proposes three e-commerce livestreaming anchor selection strategies for different types of consumer groups. The research results show that the appropriate livestreaming anchors’ characteristics can effectively stimulate consumers’ online purchase intention, and optimize the promotion effect of e-commerce livestreaming marketing by optimizing the livestreaming anchors’ characteristics. This paper has an important guiding significance for the anchor selection decision in e-commerce livestreaming.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Layue Liu
AU  - Qinglie Wu
PY  - 2022
DA  - 2022/12/15
TI  - Research on Modeling the Influence Mechanism of Anchors’ Characteristics on Consumers’ Online Purchase Intention and the Anchor Selection Strategy in E-Commerce Livestreaming
BT  - Proceedings of the 2022 3rd International Conference on Management Science and Engineering Management (ICMSEM 2022)
PB  - Atlantis Press
SP  - 247
EP  - 259
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-038-1_23
DO  - 10.2991/978-94-6463-038-1_23
ID  - Liu2022
ER  -