The influence of anchor characteristics on purchasing behavior: a systematic review

Introduction: With the addition of live streaming technology, e-commerce anchors, as a new type of profession, have become the key to successful product marketing. Anchors interact with viewers through live online streaming, thus motivating consumers to purchase goods for marketing purposes. Objectives: Therefore, this paper wants to find out which characteristics of anchors change consumer attitudes? How do the characteristics of anchors play a role? Method: We conducted a systematic literature review of 31 articles from the Web of Science (WOS), Scopus, and ScienceDirect databases using the PRSIMA method to identify anchor characteristics that influence consumer purchase intentions.Analysis:We analyzed the theories, research methods, independent variables, dependent variables, and findings in the literature. Results: The results of the study show that anchors' professionalism, attractiveness, credibility, interactivity, popularity, affinity and responsiveness have a significant positive effect on consumers' purchase intention. Conclusions: These findings emphasize the importance of anchor characteristics in consumer buying attitudes. This provides actionable advice for e-commerce marketers and anchors to increase consumer purchase intent.

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