The Impact of Anchor Characteristics on Consumer Purchasing Behavior through Perceived Trust and Perceived Value

Background: Webcast shopping is a novel marketing model in recent years, and in order to continuously expand the market scale, it has become an urgent need to fully explore consumers' purchase motivation and mobilize their purchase willingness to enhance their purchase behavior. According to SOR theory, stimulating consumers' perceived trust and perceived value to change, thus generating purchase intention and behavior. Anchor characteristics also play an important role in promoting consumer purchase behavior. Objective: To assess the effects of anchor characteristics on perceived trust and consumer purchase behavior, and to evaluate the mediating role of perceived trust and perceived value between anchor characteristics and consumer purchase behavior. Methods: An online questionnaire survey was conducted on a sample of 361 people who made purchases via webcasting in Liuzhou City, and partial least squares structural equation modeling was used to analyze the research objectives. Findings: Anchor characteristics have a positive effect on consumer buying behavior, anchor characteristics have a positive effect on perceived trust and perceived value, and perceived trust and perceived value have a positive effect on consumer buying behavior. Perceived trust and perceived value have a mediating role between anchor characteristics jade consumer purchase behavior. Contribution: This study expands the theoretical understanding of anchor characteristics and consumer purchase behavior, and extends the scope of the study to the commercial field. It also has some reference value in practice.