Research on the Influence of Anchor Characteristics on Consumer Response in Live Streaming

Long Liang; Digong Zuo

doi:10.14456/jsasr.2023.11

Authors

Long Liang Guangxi Technological College of Machinery and Electricity, China https://orcid.org/0000-0002-3602-5766
Digong Zuo Chinese Graduate School, Panyapiwat Institute of Management, Nonthaburi, Thailand https://orcid.org/0000-0002-2032-5369

DOI:

https://doi.org/10.14456/jsasr.2023.11

Keywords:

Live Broadcast with Goods; , Anchor Characteristics; , Consumer Response

Abstract

Background and Aim: As an emerging way of shopping, e-commerce live streaming has attracted more and more attention. The anchor plays a very important role in the live broadcast. Based on the S-O-R model and through a literature review.

Materials and Methods: This paper divides the characteristics of anchors into three dimensions: trust, professionalism, and interactivity, and it discusses the relationship between the characteristics of anchors and consumers' emotional and behavioral responses. 386 data were collected through questionnaires, and statistical analysis and path hypothesis tests were conducted by SPSS and AMOS software.

Results: The research found that the professionalism, interactivity, and trust of the anchors have a significant positive impact on the emotional response and behavioral response of consumers, and the impact on emotional response is greater than behavioral response.

Conclusion: Based on the research results, this paper puts forward corresponding suggestions for e-commerce enterprises and consumers.

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