Author(s)

Min Qian, Guannan Li

Corresponding Author

Min Qian

ABSTRACT

E-commerce live broadcast is an industry that has erupted in recent years, in just a few years, there will be head platform and head anchor, the annual turnover of more than 10 billion, but many e-commerce anchors are how to attract consumers in the live room to buy orders? To conduct a questionnaire survey on netizens, this paper on the characteristics of e-commerce anchors and the interaction between e-commerce anchors and audiences, the results show that the popularity of e-commerce anchors, professionalism and product involvement is an important field to promote the purchase of viewers, the higher the popularity of e-commerce anchors, professionalism and product involvement, the higher the consumer's willingness to purchase the first purchase. At the same time, the interaction between e-commerce anchors and consumers in the adjustment, the three characteristics of e-commerce anchor and consumers’ first purchase will have a negative adjustment effect.

KEYWORDS

E-Commerce Live Main, Broadcaster Characteristics, First Purchase Intention, Adjustment Role