Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)

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A Study on the Impact of E-Commerce Anchor Interaction Strategy on Consumers’ Willingness to Continue to Buy

Authors
Huan-Huan Wang1, *
1School of Business Administration, Zhejiang Gongshang University, Hangzhou, Zhejiang, China
*Corresponding author. Email: 1085281653@qq.com
Corresponding Author
Huan-Huan Wang
Available Online 10 November 2022.
DOI
10.2991/978-94-6463-005-3_5How to use a DOI?
Keywords
E-commerce live broadcasting; anchor interaction strategy; immersive experience; continuous purchase willingness
Abstract

In this study combed the predecessors about the live webcast, electricity anchor, flow experience and perception can continue to purchase intention of the research and diagnostic basis, could be divided into language humor electricity anchor interaction strategy, responsive, display novel objective four dimensions, recommend, could be divided into flow experience, perceived consumer state two aspects can be diagnostic. Based on SOR theoretical framework, the mechanism model of the influence of e-commerce anchor interaction strategy on consumers’ continuous purchase intention is constructed. Questionnaire survey and mathematical analysis were used to test the hypothesis. Empirical research found that both anchor interaction strategies had a positive impact on consumers’ immersion experience and it had a positive impact on consumers’ continuous purchase intention. Consumer immersion experience plays a mediating role between anchor interaction strategy and consumers’ intention to keep buying. The research results provide some reference for e-commerce live broadcast merchants and anchor training institutions, and help merchants and anchor training institutions understand the process of psychological changes and the formation of continuous purchase intention in the live broadcast room, and realize the importance of anchor interaction strategies, so as to carry out targeted professional training for anchors.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)
Series
Atlantis Highlights in Engineering
Publication Date
10 November 2022
ISBN
10.2991/978-94-6463-005-3_5
ISSN
2589-4943
DOI
10.2991/978-94-6463-005-3_5How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Huan-Huan Wang
PY  - 2022
DA  - 2022/11/10
TI  - A Study on the Impact of E-Commerce Anchor Interaction Strategy on Consumers’ Willingness to Continue to Buy
BT  - Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)
PB  - Atlantis Press
SP  - 35
EP  - 46
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-005-3_5
DO  - 10.2991/978-94-6463-005-3_5
ID  - Wang2022
ER  -