Research on the Influence of Anchor Characteristics on Consumer Purchase Intention in E-commerce Live Streaming

Bingnan Liu (), Gumporn Supasettaysa () and Thanakon Ratchatakulpat ()
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Bingnan Liu: Rajamangala University of Technology Phra Nakhon (RMUTP), Faculty of Business Administration
Gumporn Supasettaysa: Rajamangala University of Technology Phra Nakhon (RMUTP), Faculty of Business Administration
Thanakon Ratchatakulpat: Rajamangala University of Technology Phra Nakhon (RMUTP), Faculty of Business Administration

A chapter in Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), 2025, pp 925-932 from Springer

Abstract: Abstract Anchors construct consumer decision-making paths through professionalism, interactivity, and personality appeal.Among them, the rational cognitive pathway improves conversion rates by shortening decision-making time by 40%, the emotional resonance pathway relies on real stories to trigger sympathetic purchases, and the social identity pathway strengthens purchase motivation through group feedback. The product type has a regulatory effect: functional products need to focus on professional comparative evaluation, while hedonic products rely more on scenario based demonstrations. In addition, the popularity of the anchor expands its influence through social effects, and the relative sense of deprivation and online belonging play a mediating role in this process. Future research can further explore the impact mechanisms of emerging scenarios such as virtual anchors and personalized demand matching.

Keywords: E-commerce Live Streaming; Host Traits; Purchase Intention (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-888-2_90

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