Research on the Influence of Anchor Characteristics on Consumer Purchase Intention in the Era of National Live Streaming
In the current era of widespread live streaming,live shopping has become an important channel for consumer purchases.The interaction and communication during the live streaming process are significant ways for anchors to build social capital with consumers.Based on the perspective of social capital theory,this article studies the impact of anchor characteristics on consumer purchasing intentions.Data was collected through a questionnaire survey and analyzed using SPSS and AMOS software for hypothesis testing.The results indicate that the professionalism of the anchor positively influences cognitive capital,structural capital,and relational capital;the interactivity of the anchor positively influences structural capital and relational capital.Furthermore,structural capital and relational capital significantly and positively impact consumer purchasing intentions.Based on these findings,e-commerce live streaming platforms should develop anchor characteristics,establish diverse communication channels between anchors and consumers,enhance consumer trust in anchors,and thereby increase consumer purchasing intentions.
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