Anchor Characteristics and Consumer Purchasing Behavior: Based on Perceived Value Theory

Yuanyuan Wen (), Zhi Li () and Hongyuan Wen
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Yuanyuan Wen: Taizhou Institute of Science and Technology, NJUST
Zhi Li: Taizhou Power Generation Co., Ltd. of China Energy Group
Hongyuan Wen: Taizhou Institute of Science and Technology, NJUST

A chapter in Proceedings of the 2023 4th International Conference on Management Science and Engineering Management (ICMSEM 2023), 2024, pp 430-437 from Springer

Abstract: Abstract With the rapid development of e-commerce live streaming platforms, network anchors have more and more obvious advantages in E-marketing. Based on the live streaming and perceived value theory, this paper explores the influence mechanism of network anchor characteristics on consumer purchasing behavior. The mediation effect of perceived value is verified through empirical analysis, which provides theoretical basis for subsequent research and feasible marketing suggestions for live streaming e-commerce platforms.

Keywords: Network anchor characteristics; Consumer purchasing behavior; Perceived value (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-256-9_44

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DOI: 10.2991/978-94-6463-256-9_44

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