THE INFLUENCE OF ANCHOR CHARACTERISTICS ON CONSUMER PURCHASE INTENTION IN E-COMMERCE LIVE BROADCAST

บทคัดย่อ

In recent years, with the development of internet technology and the widespread use of mobile devices, live streaming has become popular worldwide and gradually integrated into people's daily lives. Existing research in the academic field has found that the study on host characteristics is not comprehensive enough and lacks systematic quantification of host characteristics. Therefore, this study aims to delve into the mechanisms by which host characteristics in e-commerce live streaming influence consumers' purchase intention, which has both theoretical and practical significance. Drawing on the S-O-R model, this paper explores the mediating role of perceived value between e-commerce host characteristics and consumers' purchase intention, as well as the moderating effect of innovation adoption tendency. To achieve this goal, a survey questionnaire was designed using established scales from previous studies and distributed to the target population in the form of an online survey. Subsequently, the collected data was statistically analyzed using SPSS software, and the research model and hypotheses were tested and validated based on the analysis results. The research findings indicate that perceived value mediates the relationship between host interactivity, professionalism, and popularity, and consumers' purchase intention, with innovation adoption tendency playing a moderating role. Therefore, hosts should shape their own unique style of live streaming that aligns with their own characteristics, consumer demands, and product features.