PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v7i5.8634ArticleResearch on the Influence of Anchor Attributes on Consumers’ Online Behaviors in Social E-Commerce Platforms: The Moderating Effect of Platform Contextual Factorshttps://artdesignp.com/journal/PBES/7/5/10.26689/pbes.v7i5.8634YangXiaodong,ChungGi Young2024752024-10-25As e-commerce continues to mature, the advantages of live streaming within the industry have become increasingly apparent, offering significant growth opportunities. Social e-commerce platforms, which are user-centered, integrate social networks with e-commerce by leveraging social interactions to drive product sales and enhance the overall consumer shopping experience. This type of e-commerce fosters engagement and promotes products by merging online communities with shopping behavior, creating a more interactive and dynamic marketplace. It not only retains the traditional e-commerce trading and marketing functions but also adds a social dimension, making live stream anchors crucial figures connecting consumers with products. These anchors can attract consumers with their appearance and charm, and use their expertise on live streaming platforms to guide consumers by recommending live content. They can also interact with their audiences and potentially influence them to purchase the recommended goods. It is evident that the attributes of anchors in live streaming rooms significantly impact consumers’ online behavior. Therefore, researching how platform contextual factors regulate consumers’ online behavior is of great practical significance. This study employs multilevel regression analysis to support its hypotheses using data. The findings indicate that contextual factors of the platform significantly influence online behavior, enhancing the positive relationship between user attachment and online activities.

China Internet Network Information Center, 2024, The 53rd Statistical Report on Internet Development in China. CNNIC, Beijing.

Mao Y, 2017, Research on the Status Quo and Development Strategy of Brand Live Broadcast Marketing in the Era of Mobile Internet, dissertation, Hebei University.

Wu B, Gong C, 2017, Research on E-commerce Live Broadcasting Based on the Success Model of Information System. Business Globalization, 5(3): 37–45.

Tan Y, 2017, The Mode of “Webcast + E-commerce” in the Perspective of Communication. Journal of Beijing Institute of Graphic Communication, 25(1): 20–26.

Fang C, 2018, Research on the Influence of E-commerce Network Anchors on Consumer Attitudes, dissertation, Anhui University.

Yang Y, Jiang Y, Zhang A, et al., 2015, Research on the Marketing Model of “Internet Red Envelope” and Its Influence. Modern Business, 2015(32): 17–19.

Goldsmith RE, Flynn LR, Goldsmith EB, 2003, Innovative Consumers and Market Mavens. Journal of Marketing Theory and Practice, 11(4): 54–65. https://doi.org/10.1080/10696679.2003.11658508

Erkan I, Evans C, 2016, The Influence of eWOM in Social Media on Consumers’ Purchase Intentions: An Extended Approach to Information Adoption. Computers in Human Behavior, 61: 47–55. https://doi.org/10.1016/j.chb.2016.03.003

Tan Y, 2017, Research on the Influence of Opinion Leaders on Consumers’ Purchase Intention in E-commerce Live Broadcast, dissertation, Beijing Institute of Graphic Communication.

Meng L, Liu F, Chen S, et al., 2020, Can I Evoke You? A Study on the Influence Mechanism of Information Source Characteristics of Different Types of Live Broadcasting Celebrity on Consumers’ Willingness to Purchase. Nankai Business Review, 23(1): 131–143.

Liu F, Meng L, Chen S, et al., 2020, The Impact of Network Celebrities’ Information Source Characteristics on Purchase Intention. Chinese Journal of Management, 17(1): 94–104.

Jascanu N, Jascanu V, Nicolau F, 2007, A New Approach to e-Commerce Multi-Agent Systems. The Annals of “Dunarea de Jos“ University of Galati. Fascicle III, Electrotechnics, Electronics, Automatic Control, Informatics, 30: 11–18.

Zhu X, Chen J, 2016, Summary of Social E-commerce Research in China. Journal of Modern Information, 36(1): 172–177.