Research on the Influence Factors of Anchor Attributes on Consumers' Purchase Decisions in the Context of E-commerce Live Broadcasting

This study analyzes how the attributes of anchors in e-commerce live streaming affect consumers' purchasing decisions. Based on interview and grounded theory, anchor attributes are classified into professional, interactive and demonstrative. Combined with the ELM model, a model of influencing factors of users' purchase decisions in the context of e-commerce live broadcasting was built, and then empirical analysis of the model was carried out through questionnaire survey. The study found that both anchor attributes and situational factors had a positive impact on purchasing decisions, among which the professionalism of anchors had the greatest impact on purchasing decisions. Perceived trust and perceived pleasure play a mediating role between anchor attributes and purchasing decisions, but perceived pleasure has no significant mediating role between presentation and purchasing decisions. Personal impulsivity negatively moderates the influence of perceived trust on purchasing decision. This study provides a theoretical basis for how e-commerce enterprises choose and train anchors, and helps e-commerce live broadcasting platforms and enterprises to develop more accurate marketing strategies and improve the conversion rate and sales of live broadcasting.