The Influence of Anchor Interactive Behavior on Consumer Purchase Rate-- Evidence from Characteristic Agricultural Products of Yunnan Plateau

Donghui Yang; Wanbao Yuan; Yihang Guo; Chenxi Yang; Suping Shen

doi:10.2991/978-94-6463-746-5_13

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The Influence of Anchor Interactive Behavior on Consumer Purchase Rate-- Evidence from Characteristic Agricultural Products of Yunnan Plateau

Authors

Donghui Yang¹^{, *}, Wanbao Yuan¹, Yihang Guo¹, Chenxi Yang², Suping Shen¹

¹School of Economics, Yunnan Normal University, No.768 Juxian Street, Chenggong District, Kunming, Yunnan, 650500, China

²School of Geography, Yunnan Normal University, No.768 Juxian Street, Chenggong District, Kunming, 650500, China

^*Corresponding author. Email: 502693830@qq.com

Corresponding Author

Donghui Yang

Available Online 27 May 2025.

DOI: 10.2991/978-94-6463-746-5_13 How to use a DOI?
Keywords: agricultural products; Anchor interaction behavior; Purchase rate
Abstract: Agricultural e-commerce has increasingly become a crucial marketing method in China’s agricultural sector. In 2023, online consumption of agricultural products rose by 12.5%. This paper conducted an online survey of consumers, collecting 110 responses. The empirical test revealed the following findings: (1) Anchors’ dynamic behaviors positively influence consumers’ purchase rate; (2) Interactive experience mediates the effect of anchors’ behaviors on consumers’ purchase decisions. Based on these findings, this research contributes positively to the development of Yunnan’s e-commerce live broadcasting industry for its unique agricultural products.
Copyright: © 2025 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2025 International Conference on Agriculture and Resource Economy (ICARE 2025)
Series: Advances in Biological Sciences Research
Publication Date: 27 May 2025
ISBN: 978-94-6463-746-5
ISSN: 2468-5747
DOI: 10.2991/978-94-6463-746-5_13 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Donghui Yang
AU  - Wanbao Yuan
AU  - Yihang Guo
AU  - Chenxi Yang
AU  - Suping Shen
PY  - 2025
DA  - 2025/05/27
TI  - The Influence of Anchor Interactive Behavior on Consumer Purchase Rate-- Evidence from Characteristic Agricultural Products of Yunnan Plateau
BT  - Proceedings of the 2025 International Conference on Agriculture and Resource Economy (ICARE 2025)
PB  - Atlantis Press
SP  - 125
EP  - 131
SN  - 2468-5747
UR  - https://doi.org/10.2991/978-94-6463-746-5_13
DO  - 10.2991/978-94-6463-746-5_13
ID  - Yang2025
ER  -

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