Influence Of Women’s Clothing E-commerce Network Anchor Characteristics And Sales Behavior On The Turnover Rate

With the rapid development of information technology and network,China has entered an era with rapid iteration and innovation in e-commerce since the 21 st century,and the live broadcast e-commerce is the latest stage of e-commerce development.Selling goods via live broadcast is the product based on the two-way fusion of e-commerce and live broadcast and the marketing campaign of the anchor or merchant based on the live broadcast technology.After the COVID-19 happened,the marketing environment and consumer environment greatly changed and the explosive growth occurred to the transaction scale of selling goods via live broadcast.The opportunity is seized in the clothing industry,and the total volume of trade and the commodity update rate of clothing live broadcast are in the leading position in the live broadcast market environment under a good e-commerce environment and the support of relevant national policies.Compared to the traditional marketing model,as for the live broadcast marketing,the consumers can intuitively see the try-on effect of clothing by anchor’s 360-degree try-on display and explanation with instant interaction and Q&A,greatly lowering the consumer uncertainty about the product and improving consumers’ purchasing experience.In the process of live broadcast,as the bridge between merchant and consumer,the anchor plays an important role in the whole sales process,especially the anchor’s personal quality and live broadcast skills have a great effect on the final trading volume.However,the threshold of live broadcast marketing is relatively low,and no scientific guidance is provided for recruitment and training of e-commerce network anchor,as a result,the anchors are of varying quality and a series of problems arise in the actual application.In this paper,the clothing e-commerce network anchor on the Taobao platform was chosen as the object of study to mainly analyze the relationship between anchors’ personal traits and sales behavior and turnover ratio and provide some references when the clothing enterprise recruits and trains the anchor.By studying relevant literature at home and abroad,this paper preliminarily confirmed 25 observation points(such as anchor’s face score)from two aspects(including anchor traits and sales behavior)and constructed the first draft of observation record chart.To further correct the observation record chart,this paper carried out preliminary research and eliminated the 3 invalid observation points in the chart and ultimately chose 22 observation points as the independent variable of research.And then to facilitate data collection,this paper conducted quantitative processing of these 22 observation points,formulated the quantification factor and standard for evaluation of each observation point and built the formal observation record chart.Finally,this paper designed the research sample and research method to prepare the scheme for formal investigation.Pursuant to the designed research scheme,this paper started to deeply analyze the influence of anchor’s traits and sales behavior on the turnover ratio in the live broadcast room.Firstly,the descriptive statistic analysis was used to know the basic information on the application of anchor’s traits and sales behavior in the live broadcast room.Subsequently,the relevant analysis was used to obtain the traits and behaviors obviously relating to the turnover ratio,and then such traits and behaviors were subject to Binary Logistic regression analysis to get the positive influence of fan magnitude,anchor’s face score and stature,dressing effect and background on the turnover ratio;The importance of the influence of anchor’s traits on the turnover ratio was sorted as follows: dressing effect > anchor’s face score >fan magnitude> anchor’s stature>background;Four introduction behaviors(including number of explainer,explanation time,explanation of characteristics and explanation of advantages)had a positive influence on the turnover ratio;The importance of the influence of introduction behavior on the turnover ratio was sorted as follows: explanation of advantages>number of explainer >explanation time>explanation of characteristics;Four display behaviors(including number of people trying on,quantity of matching,matching of accessories and display mode)had a positive impact on the turnover ratio;The importance of the influence of display behavior on the turnover ratio was sorted as follows: number of people trying on>display mode=quantity of matching>matching of accessories;Two interactive behaviors(including surplus reminding and inventory addition)had a positive effect on the turnover ratio;The importance of the influence of interactive behavior on the turnover ratio was sorted as follows: inventory addition>surplus reminding.Finally,this paper used the case analysis method,carried out further case study of samples with a high turnover ratio and made some more concrete supplements to the above conclusions at the application level to better guide the practice.Pursuant to the above conclusions,the Behavior Reference Table for Recruitment and Training of Women’s Wear E-commerce Anchors was prepared and the marketing suggestions were offered for clothing enterprises in the recruitment and training of anchors.