Research on the Influence of Anchor Attributes on Consumers’ Online Behaviors in Social E-Commerce Platforms: The Moderating Effect of Platform Contextual Factors

As e-commerce continues to mature, the advantages of live streaming within the industry have become increasingly apparent, offering significant growth opportunities. Social e-commerce platforms, which are user-centered, integrate social networks with e-commerce by leveraging social interactions to drive product sales and enhance the overall consumer shopping experience. This type of e-commerce fosters engagement and promotes products by merging online communities with shopping behavior, creating a more interactive and dynamic marketplace. It not only retains the traditional e-commerce trading and marketing functions but also adds a social dimension, making live stream anchors crucial figures connecting consumers with products. These anchors can attract consumers with their appearance and charm, and use their expertise on live streaming platforms to guide consumers by recommending live content. They can also interact with their audiences and potentially influence them to purchase the recommended goods. It is evident that the attributes of anchors in live streaming rooms significantly impact consumers’ online behavior. Therefore, researching how platform contextual factors regulate consumers’ online behavior is of great practical significance. This study employs multilevel regression analysis to support its hypotheses using data. The findings indicate that contextual factors of the platform significantly influence online behavior, enhancing the positive relationship between user attachment and online activities.