The Interactive Impact of Anchor Size and Product Types on Consumers'Purchase Intention
In recent years,the digital economy has developed rapidly,and e-commerce live streaming has emerged as a respect-ful rapidly rising new marketing approach,which has gained widespread popularity among enterprises and consumers.An-chors,as the main actor of e-commerce live streaming,have gradually attracted the attention of scholars.Headcount effect,the number of people,has been widely proved to be an important determinant factor in various aspects of communication.As we observed,both one-person and multi-person anchor strategy has become common live broadcast strategy for enterprises in e-commerce live streaming.However,few studies have focused on the headcount effect of anchors and the possible interactive impact of anchor size(one-person versus multi-person)and product types(search goods versus experience goods)on con-sumers'attitudes and behaviors in e-commerce live streaming.Constructing an integrated theoretical framework from the perspective of matching the anchor size with product types,the research explores the interactive effect of anchor size and product types on consumers'purchase intentions in the context of e commerce live streaming.Based on the theory of the Elaboration Likelihood Model(ELM),the research investigates the medi-ating mechanism of perceived diagnosability.We conduct three experiments to examine the interactive effect of the anchor size and product types on consumers'purchase intentions and the mediating effect of perceived diagnosability.Spss 26.0 software was used for two-way ANOVA to verify the main effect of the interactive effect of anchor size and product types on con-sumers'purchase intentions.Process plug-in was used for bootstrap analysis to test the mediating effect of perceived diagnos-ability.The results of Experiment 1 indicate that the interaction of anchor size and product types has a significant effect on con-sumers'purchase intentions.In particular,when the product type belongs to experience goods,multi-person anchor strategy leads to higher consumer purchase intentions;when the product type belongs to search goods,one-person anchor strategy leads to higher consumer purchase intentions.The results of Experiment 2 show that perceived diagnosability mediates the interact-ive effect of anchor size and product types on consumers'purchase intentions.The results of Experiment 3 further validate the conclusions of Experiment 1 and Experiment 2 by improving the multiplayer anchor scenarios and providing video experiment-ation materials.From the perspective of headcount effect clues,the research further expands the relevance studies of the impact of an-chors on consumers'attitudes and behaviors in the context of e-commerce live streaming.Innovatively,the findings of this study have revealed which anchor size,one-person or multi-person,is the optimal choice for different types of products in e-commerce live streaming.Practically,we provide a theoretical basis for enterprises engaging in e-commerce live-streaming,which will guide enterprises to choose the optimal anchor size strategy when carrying out live streaming of different product types to increase consumers'purchase intention and obtain better sales performance.
e-commerce live streamingheadcount effectproduct typeperceived diagnosabilitypurchase intention
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