Advances in Economics, Management and Political Sciences
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Advances in Economics, Management and Political Sciences
Series Vol. 2 , 22 March 2023
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Research on the Influence of Inconsistency Between Anchor Image and Product Image on Consumers' Purchase Intention
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Abstract
In recent years, the live broadcast industry has been booming, but some anchors have realized that their images are not consistent with the images of recommended products, which will affect consumers' purchasing intentions. This paper takes consumer perception as the theoretical basis to construct a hypothesis model and takes situational experiment as the research method. Finally, the conclusion is drawn that the inconsistency between anchor image and product image will have a negative effect on consumers' purchase intention, and consumers' perception of anchor professionalism and perceived product reliability play a mediating role between the two. The text puts forward a new explanation mechanism in theory, and has some enlightening effect on the selection of anchor team in practice.
Keywords
network marketing, Customer Perceived Value, consumers' purchase intention, image of anchor
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- ISBN (Print)
- ISBN (Online)
- Published Date
- 22 March 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/2/2022011
- Copyright
- © 2023 The Author(s)
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited