A Mechanistic Study Of The Role Of E-commerce Anchor Attributes On Consumers' Online Behavioral Intentions

In recent years,with the rapid development of webcasting technology,the e-commerce live broadcast industry has become increasingly prosperous,creating one sales miracle after another in just a few years.As the core part of e-commerce live broadcast,e-commerce anchors,with their own unique charm,professional product knowledge and real-time efficient interaction,have become a solid bridge between the product or brand and consumers.The upgrading of consumer groups is also accompanied by new consumer propositions and demands.The traditional two-dimensional shelf-style shopping presentation can no longer meet the current consumer groups,and consumers in the new era are more in pursuit of realism,interactivity and experience in the presentation of products and services.The emergence of the e-commerce anchor,which successfully complements the original online shopping shortage,maximizes the restoration of the offline shopping scene to meet the needs of consumers,and thus is very popular.The e-commerce anchor is a powerful ability to bring goods,by the community's wide attention.Due to the continued popularity of e-commerce live streaming,many e-commerce companies want to take advantage of this round of live streaming dividends,resulting in the surge of e-commerce anchors in the short term,which in turn leads to its uneven broadcast capabilities,live content homogenization and other negative issues.In the long run,this will not only affect the overall impression of consumers on the group of e-commerce anchors,but also seriously affect consumers' online shopping experience,ultimately reducing their desire to buy.The root cause of such drawbacks is that companies and businesses do not have a fundamental grasp of the root causes of the impact of e-commerce anchors on consumer online behavior.The academic research on e-commerce anchors focuses on the marketing strategy and future development direction of the e-commerce platform where they are located,or the e-commerce anchors are simply classified as netizens and opinion leaders to study,but not as the main research subject to in-depth exploration.Through the excavation of e-commerce anchor attributes,not only can it help improve the ability of live streaming,more effective guidance to better serve customers,and ultimately help e-commerce enterprises or platforms to obtain higher profits.Therefore,in today's reality,it is urgent to conduct in-depth research on e-commerce anchors.For this reason,it is of great practical and theoretical significance to study the role of e-commerce anchor attributes on consumers' online behavior and intention.In summary,this paper will focus on the role of e-commerce anchor attributes on the mechanism of consumer online behavior intention to carry out research,in-depth analysis of its internal mechanism,mainly to answer three questions:(1)in the context of e-commerce live broadcast,e-commerce anchors are showing what attributes?(2)What factors and pathways exist for the influence of e-commerce anchor attributes in influencing consumers' online behavioral intentions?(3)What are the implications of the findings of this study for the practice of e-commerce broadcasters and e-commerce platforms in conducting live marketing? To this end,this paper firstly combed,synthesized and summarized the relevant theories such as network interpersonal communication theory and virtual community communication theory,as well as the research literature on e-commerce anchors,consumers' intrinsic states and consumers' online behavioral intentions,and clarified the research lineage of the role of e-commerce anchor attributes on consumers' online behavioral intentions.This paper explores the research subject of the article based on the Root Theory research method,relies on a large number of original interview data for coding analysis,obtains a new theory under the research context of this paper,and builds a theoretical model framework of the role of e-commerce anchor attributes on consumers' online behavior intention,digs deep into the interview data and existing relevant literature,and obtains the hypothesis of the relationship between the factors.The four aspects of the role relationship hypothesis of e-commerce anchor attributes influencing consumers' intrinsic states,the role relationship hypothesis of consumers' intrinsic states influencing their online behavioral intentions,the role relationship hypothesis of consumers' intrinsic states in the process of e-commerce anchor attributes influencing consumers' online behavioral intentions,and the role relationship hypothesis of the moderating role of contextual factors in the process of consumers' intrinsic states influencing their online behavioral intentions,and finally constructed the relational hypothesis model for this study.Finally,in the process of empirical research on the theoretical model and the relationship hypothesis,the following work was done:(1)a measurement scale of e-commerce anchor attributes and consumers' intrinsic state was developed with high reliability and validity,and a questionnaire on the role of e-commerce anchor attributes on consumers' intention to behave online was designed on this basis.(2)The whole process of empirical research is designed in detail,which explains in detail how to choose the method of empirical research and how to collect the sample data in this paper,which to some extent lays the foundation for the subsequent empirical analysis.(3)Relying on SPSS 22.0 statistical analysis software,the sample data were processed: firstly,the distribution characteristics of the sample data were analyzed and preliminary judgments were made about the changes among variables;secondly,the reliability and validity of the scale were tested using qualitative and quantitative methods such as Delphi method and factor analysis;finally,regression analysis and the Bootstrap method were used to analyze the theoretical model of this study and the data collected.The relationship hypothesis was tested.In summary,this paper draws the following conclusions based on the empirical analysis of a large sample of data.(1)This paper confirms the direct effect of e-commerce anchor attributes on consumers' intrinsic states and the effect of consumers' intrinsic states on their online behavioral intentions.This study tests the hypothesis that e-commerce anchor attributes influence consumers' intrinsic states and consumers' intrinsic states influence their online behavioral intentions through regression analysis.Display and interaction attributes have a significant positive effect on trust,value and trust have a significant positive effect on consumers' online collection behavior intention,and excitement,value and trust have a significant positive effect on consumers' online sharing behavior intention and consumers' online ordering behavior intention,both of which are consumers' online behavior intention.(2)It confirms the mediating role of consumers' intrinsic states in the process of e-commerce anchor attributes influencing consumers' online behavioral intentions.This study tests the hypothesis of mediating relationships among excitement,value and trust by using the Bootstrap method,and the results show that excitement has a mediating role in the process of charisma attributes,recommendation attributes,display attributes and interaction attributes influencing consumers' online sharing behavioral intention,and that charisma attributes,recommendation attributes,display attributes and interaction attributes influence consumers' online ordering behavioral intention.It also has an intermediary role in the process;sense of value plays an intermediary role in the process of recommendation attributes,display attributes and interactive attributes influencing consumers' online collection intentions,in the process of display attributes and interactive attributes influencing consumers' online sharing behavioral intentions,in the process of display attributes and interactive attributes influencing consumers' online ordering behavioral intentions;sense of trust plays an intermediary role in the process of charisma attributes,display attributes and interactive attributes influencing consumers' online collection intentions.The recommendation attribute,display attribute and interaction attribute play a mediating role in the process of influencing consumers' online collection intentions,and they also play a mediating role in the process of influencing consumers' online sharing behavioral intentions by charisma attribute,recommendation attribute,display attribute and interaction attribute,and they also play a mediating role in the process of influencing consumers' online ordering behavioral intentions by charisma attribute,recommendation attribute,display attribute and interaction attribute.(3)It confirms the moderating role of contextual factors in the process of consumers' intrinsic states influencing their online behavioral intentions.The study verified the hypothesis of the moderating role of trust through multi-layer regression analysis,and the results showed that contextual factors have a significant moderating role in the process of value and trust affecting consumers' online collection behavioral intention,and also have a significant moderating role in the process of excitement,value and trust affecting consumers' online sharing and online ordering behavioral intention,that is,contextual factors can enhance The positive relationship between consumers' intrinsic states and their online behavioral intentions.There are still many shortcomings in this paper on the current topic,mainly in the comprehensiveness of the selected factors.This paper's consideration of selecting the type of e-commerce anchor as the study of e-commerce anchor attributes is based on the current mainstream e-commerce broadcast industry,the type of star cross-border e-commerce anchor is no longer within the research scope of this paper,so there is a lack of comprehensiveness.Secondly,for empirical research,the research sample should try to ensure objectivity,but there is a certain bias phenomenon and the analysis of the control variables in this paper is not deep enough.Therefore,in the following research,this paper will maximize the comprehensiveness of the research factors and the objectivity of the research sample.