The Influence of Anchor Characteristics and Information Quality on Brand Loyalty: Exploring the Effects of Cognitive Needs and Brand Attachment
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Abstract
With the development of network technology, the sales method of live streaming has emerged, and the new marketing model has brought consumers a more attractive shopping experience. As the core consumer group, college students are naturally valued by businesses and scholars in this field. Therefore, this study uses the method of literature research to extract the factors that can affect consumer brand loyalty, and collects data through online questionnaires, and adopts the method of empirical research to analyze the characteristics of anchors and the quality of platform information in the live broadcast environment. Brand loyalty to consumers can have a greater impact, which is also the key research question proposed by this study. A total of 312 questionnaires were returned in this study. In the conclusion part of the research, the adjustment of cognitive needs between anchor interactivity and brand attachment in each variable is not significant, and the rest of the hypotheses are supported, among which the interactivity among anchor characteristics has the greatest impact on consumer brand loyalty. The ideas and conclusions put forward in this study lay the foundation for future research in this industry, and put forward suggestions for future research scholars in this industry.
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