The Influence of Expert Anchor on Consumers' Purchase Intention: -- qualitative comparative analysis based on fuzzy set

Meng Zhang

doi:10.54097/v8hr0k96

Authors

Meng Zhang

DOI:

https://doi.org/10.54097/v8hr0k96

Keywords:

Live E-commerce, Expert Anchor, Comparative Analysis of Fuzzy Set Stereotypes, Empirical Analysis

Abstract

Nowadays, the new network marketing mode represented by e-commerce live broadcasting has a profound impact on the way consumers shop. As the core of the live broadcasting marketing mode, the talent anchor has a vital impact on consumers' purchase intention. Therefore, based on the method of comparative analysis of fuzzy sets, this paper takes the three core dimensions of credibility, professionalism and attractiveness of information source theory as the framework, increases interaction and popularity at the same time, carries out conditional configuration analysis on the above five antecedents, and explores the configuration path affecting consumer purchase intention from the perspective of configuration. There are four configuration paths to generate high purchase intention, and there are two types of non-high purchase intention. The conclusion of the study can provide a reference for optimizing the effect of different types of anchors.

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