Anchor Characteristics and Consumer Purchasing Behavior: Based on Perceived Value Theory

DOI

10.2991/978-94-6463-256-9_44How to use a DOI?

Keywords

Network anchor characteristics; Consumer purchasing behavior; Perceived value

Abstract

With the rapid development of e-commerce live streaming platforms, network anchors have more and more obvious advantages in E-marketing. Based on the live streaming and perceived value theory, this paper explores the influence mechanism of network anchor characteristics on consumer purchasing behavior. The mediation effect of perceived value is verified through empirical analysis, which provides theoretical basis for subsequent research and feasible marketing suggestions for live streaming e-commerce platforms.

Copyright

© 2024 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  - Yuanyuan Wen
AU  - Zhi Li
AU  - Hongyuan Wen
PY  - 2023
DA  - 2023/10/09
TI  - Anchor Characteristics and Consumer Purchasing Behavior: Based on Perceived Value Theory
BT  - Proceedings of the 2023 4th International Conference on Management Science and Engineering Management (ICMSEM 2023)
PB  - Atlantis Press
SP  - 430
EP  - 437
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-256-9_44
DO  - 10.2991/978-94-6463-256-9_44
ID  - Wen2023
ER  -