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Anchor Characteristics and Consumer Purchasing Behavior: Based on Perceived Value Theory

In: Proceedings of the 2023 4th International Conference on Management Science and Engineering Management (ICMSEM 2023)

Author

Listed:
  • Yuanyuan Wen

    (Taizhou Institute of Science and Technology, NJUST)

  • Zhi Li

    (Taizhou Power Generation Co., Ltd. of China Energy Group)

  • Hongyuan Wen

    (Taizhou Institute of Science and Technology, NJUST)

Abstract

With the rapid development of e-commerce live streaming platforms, network anchors have more and more obvious advantages in E-marketing. Based on the live streaming and perceived value theory, this paper explores the influence mechanism of network anchor characteristics on consumer purchasing behavior. The mediation effect of perceived value is verified through empirical analysis, which provides theoretical basis for subsequent research and feasible marketing suggestions for live streaming e-commerce platforms.

Suggested Citation

  • Yuanyuan Wen & Zhi Li & Hongyuan Wen, 2024. "Anchor Characteristics and Consumer Purchasing Behavior: Based on Perceived Value Theory," Advances in Economics, Business and Management Research, in: Suhaiza Hanim Binti Dato Mohamad Zailani & Kosga Yagapparaj & Norhayati Zakuan (ed.), Proceedings of the 2023 4th International Conference on Management Science and Engineering Management (ICMSEM 2023), pages 430-437, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-256-9_44
    DOI: 10.2991/978-94-6463-256-9_44
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