Research on the influencing factors of the characteristics of anchors with goods in e-commerce live broadcast on users' Purchase Intention

Abstract

With the development of information technology, major shopping websites and short video platforms have actively explored and made extensive layouts in the field of e-commerce live broadcast, but at the same time of their rapid development, there are still problems such as low consumer satisfaction and high return rate. Therefore, it is still necessary and realistic to explore the factors affecting consumers' purchase intention in the context of e-commerce live streaming. Starting from the characteristic dimension of anchors with goods, one of the important factors affecting purchase intention, this paper uses the questionnaire survey method to put forward four characteristics that may affect purchase intention: professionalism, interactivity, authority, and uniqueness based on relevant experience and literature, and then draws the final conclusion that affects purchase intention by studying the relationship between variables: the interactivity, authority and uniqueness of anchors with goods in the live broadcast room will have a positive impact on users' purchase intention. Uniqueness has the most significant effect, while professionalism has no effect on purchase intention. Based on the data results and my own learning and shopping experience, this study deeply analyzes the mechanism between anchor characteristics and consumers' purchase intentions, and puts forward suggestions from the perspectives of anchor influencers, merchants and consumers, and looks forward to the development trend of the e-commerce live broadcast industry.