Research On The Formation Mechanism Of Consumer Identity Of New Brand Of Live Streaming

With the rapid development of live streaming e-commerce,the rise of "Generation Z"consumers who pursue differentiated consumption,attach importance to shopping experience and yearn for social interaction has promoted the birth and rapid growth of new brands such as Perfect Diary and Huaxizi,which has attracted the attention of brand owners and academic circles Previous studies on live streaming e-commerce mainly focus on characteristic factors such as anchors’ attributes and live streaming environment,so it is difficult to explain the development and practice problems of emerging brands,and at the same time,it lacks consideration of the online interaction factors of the core characteristics of live streaming ecommerce.Online interaction affects consumers’ evaluation of anchors and cognition of brands.Effective online interaction can create a good social shopping atmosphere,narrow the psychological distance between consumers and anchors,and increase consumers’ recognition of brands.Therefore,study the formation mechanism of consumer identity of new brands in broadcast room from the perspective of online interaction,it is of great significance to the future development of new brands and live streaming platformsBased on the literature on emerging brands,online interaction between broadcasters,perceived anchor identity,perceived brand similarity and anchorman-brand fit,this paper proposes a theoretical model of consumer identity formation mechanism of emerging brands between broadcasters by referring to social influence theory and other theories In the model,brand identification is used as the dependent variable,interpersonal interaction and information interaction are used as independent variables,perceived anchor identification and perceived brand similarity are used as mediating variables,and anchorman-brand fit is used as moderating variable Based on the survey data of 852 live streaming e-commerce users,this paper carried out path fitting for the theoretical model,conducted a mediating test on perceived anchor identity and perceived brand similarity,and used SPSS software to verify the moderating effect of anchors-brand fit.The results show that:(1)In the live broadcast scenario,interpersonal interaction and information interaction had a positive impact on consumers’ perception of anchor identity The activeness,authenticity and mutual assistance of the interaction between anchors and consumers can help enhance the social presence of consumers,and thus generate psychological identification with anchors;the highly rich and highly targeted information provided by anchors can help to make up for fewer consumers’ doubts,narrow the psychological distance between anchors and consumers,and improve consumers’identification with anchors(2)In the scenario of live broadcasting,information interaction has a positive impact on consumers’ perception of brand similarity The more three-dimensional and intuitive way of information communication adopted by anchors helps to reduce consumers’ doubts about cutting-edge brands and increase consumers’ sense of closeness and similarity to cutting-edge brands.(3)Consumer perception of anchor identification mediates the relationship between interpersonal interaction,information interaction and brand identification Interpersonal interaction and information interaction help to narrow the psychological distance between the anchor and consumers,and promote consumers to identify with the anchor himself,and then transfer this positive emotion to the brand through empathy,forming brand identity.(4)Consumer perception of brand similarity plays an intermediary role between information interaction,perceived anchor identity and brand identity.On the one hand,information interaction helps to increase consumers’ sense of closeness and similarity to new brands,thus forming a positive cognition of the brand;On the other hand,it can express the professional and precise recommendation ability of anchors,improve consumers’ trust and recognition of anchors,and thus form brand identification(5)Anchor-brand fit has a positive moderating effect on the relationship between perceived anchor identity and brand identity.When consumers perceive that the anchor is highly compatible with the brand in terms of image,style,and values,they are more inclined to transform their sense of identity and trust to the anchor into brand identity.