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Research on the Influence of Anchor Characteristics on Consumer Response in Live Streaming |
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| รหัสดีโอไอ | |
| Creator | Long Liang |
| Title | Research on the Influence of Anchor Characteristics on Consumer Response in Live Streaming |
| Contributor | Digong Zuo |
| Publisher | DR.KEN Institute of Academic Development and Promotion. |
| Publication Year | 2566 |
| Journal Title | International Journal of Sociologies and Anthropologies Science Reviews |
| Journal Vol. | 3 |
| Journal No. | 2 |
| Page no. | 1-14 |
| Keyword | Live Broadcast with Goods, Anchor Characteristics, Consumer Response |
| URL Website | https://so07.tci-thaijo.org/index.php/IJSASR/about |
| Website title | https://so07.tci-thaijo.org/index.php/IJSASR/article/view/2412 |
| ISSN | 2774-0366 |
| 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. |
