Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)

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Research on the Influence of Anchor Characteristics on Consumer Purchase Intention in E-commerce Live Streaming

Authors
Bingnan Liu1, *, Gumporn Supasettaysa1, Thanakon Ratchatakulpat1
1Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon (RMUTP), Bangkok, 10300, Thailand
*Corresponding author. Email: bingnan-l@o365.rmutp.ac.th
Corresponding Author
Bingnan Liu
Available Online 3 December 2025.
DOI
10.2991/978-94-6463-888-2_90How to use a DOI?
Keywords
E-commerce Live Streaming; Host Traits; Purchase Intention
Abstract

Anchors construct consumer decision-making paths through professionalism, interactivity, and personality appeal.Among them, the rational cognitive pathway improves conversion rates by shortening decision-making time by 40%, the emotional resonance pathway relies on real stories to trigger sympathetic purchases, and the social identity pathway strengthens purchase motivation through group feedback. The product type has a regulatory effect: functional products need to focus on professional comparative evaluation, while hedonic products rely more on scenario based demonstrations. In addition, the popularity of the anchor expands its influence through social effects, and the relative sense of deprivation and online belonging play a mediating role in this process. Future research can further explore the impact mechanisms of emerging scenarios such as virtual anchors and personalized demand matching.

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 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
3 December 2025
ISBN
978-94-6463-888-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-888-2_90How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Bingnan Liu
AU  - Gumporn Supasettaysa
AU  - Thanakon Ratchatakulpat
PY  - 2025
DA  - 2025/12/03
TI  - Research on the Influence of Anchor Characteristics on Consumer Purchase Intention in E-commerce Live Streaming
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 925
EP  - 932
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_90
DO  - 10.2991/978-94-6463-888-2_90
ID  - Liu2025
ER  -