Research on the Influence of Anchor Attributes on Consumers' Online Behaviors in Social E-Commerce Platforms : The Mediating Role of User Intrinsic State and User AttachmentXiaodong Yang

다국어 초록 (Multilingual Abstract)

Along with the development of e-commerce gradually mature, the advantages of electricity live gradually emerged, live with goods also have a huge development opportunity, social electric business platform is a user-centered, combine social networks and e-commerce, through social way to promote the sales of goods and consumer shopping experience of a kind of e-commerce mode. It not only contains the traditional e-commerce trading and marketing function, and on the basis of adding the social function, make electricity anchor become an important figure connecting consumers and products, they can use their attractive appearance and sound charm to attract consumers to buy, also can use its rich knowledge in live platform to guide consumers to recommendation the live content, collect its interactive account and may take the initiative to buy their recommended goods. It can be seen that the attributes of anchors in the broadcast room will have a great impact on consumers' online behavior. Therefore, it is of great practical significance to research how the anchor attribute affects consumers' online behavior. However, most of the existing studies only focus on the e-commerce anchors from the perspectives of presence and heart flow experience, but rarely refer to other perspectives related to the e-commerce anchors. Therefore, this research innovatively from the user intrinsic state and user attachment two perspectives, the electricity anchor attribute how effect on consumers' online behaviors more research, and analyzes the platform contextual factors play the regulatory role in the process of user intrinsic state and user attachment affect consumers' online behaviors. This research first combs the existing literature of e-commerce anchors, user intrinsic state, user attachment, consumers' online behaviors and platform contextual factors; secondly, on the basis of SOR theory, selects user intrinsic state and user attachment as the intermediary variable between e-commerce anchor attributes and consumers' online behaviors, and considers the regulation of platform contextual factors in this process. The paper proposes the research hypothesis and establishes a theoretical model by using questionnaire survey and processes the sample data with SPSS 22.0 statistical analysis software; firstly, analyzes the distribution characteristics of sample data and makes a preliminary judgment on the changes among variables; secondly, tests the reliability and validity of the scale; and finally, tests the regression analysis and Bootstrap method. In conclusion, the paper is based on the empirical analysis of large sample data, and draws the conclusions as following: (1) It proves the direct influence of anchor attributes on user intrinsic state and user attachment, as well as user intrinsic state and user attachment on consumers' online behaviors. In this research, the relationship hypothesis of direct effects ia tested by constructing a structural equation model, The results show that the recommendation and interaction attributes have significant positive effects on excitement; charisma attribute, recommendation attribute and interaction attribute all have significant positive effects on value and trust; charisma attribute, recommendation attribute and interaction attribute have a significant positive effect on user attachment; excitement, value and trust have a significant positive impact on consumers' online behaviors; user attachment to e-commerce platforms and user attachment to anchors both have a significant positive impact on consumers' online behaviors. (2) It proves the intermediary role of user intrinsic state and user attachment in the process of anchor attributes influence of consumers' online behavior. In this research, the hypothesis of mediation relationship are tested by using the Bootstrap method, the results show that excitement play a intermediary role in the process of recommendation attribute and interaction attribute affect consumers' online behaviors; value and trust play a intermediary role in the process of charisma attribute, recommendation attribute and interaction attribute affect consumers' online behaviors; user attachment to the platforms and user attachment to anchors all play an intermediary role in the process of charisma attribute, recommendation attribute and interaction attribute influencing consumers' online behaviors. (3) It proves the regulatory role of platform contextual factors in user intrinsic state and user attachment affecting consumers' online behaviors. In this research, the mediation hypothesis is tested through the multilevel regression analysis method and the all the hypothesis are supported by data, the research shows that: platform contextual factors play a significant moderate role in the process of user intrinsic state and user attachment affect consumers' online behaviors, which can enhance the positive relationship between user intrinsic state and user attachment with consumers' online behaviors. According to the results of this research, the corresponding countermeasures and suggestions are given. This can not only help to improve the quality of e-commerce anchors, but also help e-commerce enterprises to select the most suitable e-commerce anchors based on the needs of consumers, and transform consumers into their loyal fans, which promote the development of the entire live broadcasting industry. Keywords: Anchor Attribute, User Intrinsic State, User Attachment, Consumers' Online Behaviors, Platform Contxtual Factors

목차 (Table of Contents)

• Ⅰ. Introduction 1
• 1. Research Background1
• 2. Research Purpose and Significance14
• 3. Research Content and Methods 18
• 4. Research Technology Roadmap (Figure 1-4)20
• 5. Research Innovation 22
• Ⅱ. Theoretical Basis and literature Review 24
• 1. Basic Theory 24
• 2. Review of research on e-commerce anchors34
• 3. Review of Research on User Intrinsic State 44
• 4. Review of Research on Consumers' Online Behaviors52
• 5. Review of Research on User Attachment57
• 6. Review of Research on the Relationship Between Anchors
• and Consumers' Online Behavior 60
• Ⅲ. Research Design 63
• 1. Theoretical Model 63
• 2. Research hypothesis 76
• 3. Construction of Research Model 94
• 4. Initial Research Scale 99
• 5. Scale Determination 109
• 6. Sample data collection 130
• Ⅳ. Empirical Analysis134
• 1. Basic Statistical Analysis 134
• 2. Reliability and validity tests 149
• 3. Hypothesis Test163
• 4. Test Results 181
• Ⅴ. Research Conclusions 192
• 1. Research Conclusions 192
• 2. Research Limitations 193
• References195
• 한글초록 211
• Appendix213
• Acknowledgments223