Research on the influence of anchor characteristics on consumer purchase intention—a case study of selected anchors on Dong Yuhui’s “With Hui” Live-stream account

Research on the influence of anchor characteristics on consumer purchase intention—a case study of selected anchors on Dong Yuhui’s “With Hui” Live-stream account

Based on previous research and combined with the S-O-R theoretical model, this study examines the characteristics of anchors on Dong Yuhui’s “With Hui” Live-stream account as independent variables. The characteristics, measured by professionalism, high interactivity, fame, and attractiveness, are an...

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Bibliographic Details
Main Authors: Ruiqiang Li, Yaoyuan Cui, Xue Mei
Format: Article
Language:English
Published: Frontiers Media S.A. 2025-01-01
Series:Frontiers in Communication
Subjects:
anchor characteristics
purchase intention
consume
S-O-R model
professionalism
popularity
Online Access:https://www.frontiersin.org/articles/10.3389/fcomm.2024.1534691/full
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