Anchor Characteristics and Online Purchase Intention: A Study Based on SOR Framework

With the rapid development of Chinas e-commerce industry, live e-commerce has become an important driving force for online consumption. The live streaming industry has attracted the attention of the industry and even young people awaiting employment. Based on the situation of live broadcast e-commerce, this study crawls 100 data from TikTok live broadcast platform, combining SOR model and social presence theory, discussing the influencing mechanism of anchor characteristics on consumers purchase intention, and constructs a theoretical model. The results show that the professionalism, attractiveness and the fan stickiness of the anchor can positively promote the social presence of consumers in the process of live broadcasting. Social presence will positively affect consumers purchase intention. This study has certain theoretical and practical significance. It not only makes up for the stickiness of fans in the existing research gap, but also uses new data acquisition methods ; at the same time, it provides targeted opinions for anchors, merchants and platforms, which is beneficial to improve the operational effectiveness and promote the vigorous development of the live broadcast e-commerce industry.