| The rise and vigorous development of e-commerce live-streaming has promoted the rapid growth of the overall user scale of the network live-streaming industry,and enriched the content and cash methods of the industry.E-commerce live-streaming is the result of the update and iteration of e-commerce status,which is more intuitive and real than text,text and short video.Consumers can interact with anchors in real time and have a better shopping experience.With the rapid development of e-commerce live-streaming,"live-streaming chaos" also occurs frequently,especially the negative news involving e-commerce anchors frequently arouses hot discussions.Because at present live electricity market the Matthew effect,that nearly 80% of live take market share from celebrity stars such as anchor head,so when the celebrity star anchor head negative incidents such as news,the negative information is easy to form quickly and widely spread in the network,which greatly affect the consumers for its studio goods subsequent purchase intention.In social communication,people have the motivation and tendency to understand and control the environment,and are used to attributing others’ behaviors and predicting their behaviors through attributions.The difference of event attributions is one of the reasons leading to the difference of individual attitudes and behaviors.Therefore,we can find that consumers tend to have different attitudes towards the same negative news,and even form a two-level phenomenon.For example,some ecommerce anchors suffer heavy sales performance due to negative information,while some are still popular among consumers.In view of the phenomenon that consumers have different attitudes towards the negative information of e-commerce anchors,this paper puts forward the following questions: When consumers are faced with the negative information of e-commerce anchors,how will different event attributions affect consumers’ intention to purchase goods in the live broadcast room of the same anchors repeatedly? How do different consumer characteristics affect this effect? This paper takes the negative information of e-commerce anchors as the entry point,and tries to discuss and solve the following problems: First,investigate the influence of different information attribution on consumers’ repeated purchase intention under the background of negative information of e-commerce anchors;Secondly,it reveals the internal mechanism of the influence of negative information attribution on consumers’ intention to repurchasing intention,that is,whether the influence process is partly or completely generated through perceived responsibility and affective empathy.Thirdly,the possible boundary of the influence of attribution of negative information of ecommerce anchors on the psychological mechanism of consumers is clarified,that is,whether the process is affected by the trait of consumers’ regulatory orientation.Supported by attribution theory,fine processing possibility model theory,and cognitive-affective system response theory,and based on previous studies,this paper constructed a theoretical model and proposed research hypotheses.Data were collected by designing three scenario experiments and corresponding questionnaires.Independent sample T test,two-factor analysis of variance,regression analysis,PROCESS plug-in and other methods and software were used to verify the theoretical hypothesis.The verification results show that :(1)different attribution of negative information of e-commerce anchors will lead to different degrees of consumers’ repeated purchase intention.(2)Consumers’ perceived responsibility plays a completely mediating role in the relationship between the attribution of negative information of ecommerce anchors and their intention to repurchasing intention,while affective empathy plays an insignificant mediating role.(3)The moderating effect of moderating orientation is significant.When consumers with prevention orientation perceive the negative information of e-commerce anchors as internal attribution,they will have higher perceived responsibility for anchors;When the consumers with promotion orientation perceive the negative information of the e-commerce anchors as external attribution,they will have higher empathy for the anchors.At the end of the paper,combined with the research process and conclusions of this paper,some management suggestions are put forward for e-commerce anchors and e-commerce enterprises respectively,and the shortcomings and prospects of this paper are summarized. |
