The Influence of Anchors' Personal Characteristics on Consumer Behavior

Abstract

With the rapid development of Internet technology, live-streaming industry expands rapidly. In recent years, the live-streaming industry has continued to develop and grow, especially after the COVID-19, the purchasing power of the whole society of live-streaming industry has broken through to a new height. Based on the current e-commerce of live-streaming industry in China, through daily life and a large number of articles, it is found that anchors, as one of the most important links in live-streaming, have a huge impact on consumers' purchasing behavior and the final output of delivery results. This paper adopts the literature review method, and after reading and analyzing a large number of relevant literatures, summarizes the impact of the personal characteristics of anchors in live-streaming on consumers' final purchasing behavior. Among them, the professionalism, interaction, popularity, appearance and personal charm of anchors are generally considered to be factors that can arouse consumer perception and have a positive impact on consumer purchasing behavior. In the context of the rapidly developing live-streaming industry in China and the increasingly complex livestreaming environment, the personal characteristics and qualities of anchors are very important. Therefore, the study on the personal characteristics of anchors in this paper mainly hopes to provide rich training methods for livestreaming enterprises. It provides decision-making reference for enterprises, anchors and platforms to formulate strategies to improve the social presence of consumers in the live broadcast room, and finally achieves the purpose of increasing consumers' purchase after watching the live broadcast and increasing corporate profits.