中国电商主播特征对消费者购买意图的影响– 感知价值的媒介效果, e-WOM的调节效果

The pandemic has accelerated digital transformation and driven the growth of online consumption. The results of this study emphasize the significant role of e-commerce anchors characteristics, perceived value, and online reviews in purchase intentions. Through empirical analysis of the sample, this study demonstrates the following: 1) e-commerce anchors characteristics have a positive impact on perceived value. The credibility, professionalism, and attractiveness of e-commerce hosts significantly influence consumers' perceived value 2) Consumers' perceived value positively affects their purchase intentions. This suggests that the higher the perceived value of a product or service, the more likely consumers are to have the intention to purchase it. 3) Consumers' perceived value acts as a mediator in the impact of e-commerce anchors characteristics on consumers' purchase intentions. This means that e-commerce anchors' characteristics indirectly affect purchase intentions by influencing consumers' perceived value. This study holds theoretical and practical significance for the future of the e-commerce industry. 4) Online word-of-mouth did not demonstrate a meaningful moderating effect on the influence of perceived value on purchase intentions. Online word-of-mouth may have certain limitations and may not necessarily exhibit a significant moderating effect in all situations. Individual differences, competitive environments, and market saturation, among other factors, can also influence the effectiveness of online word-of-mouth. It underscores the complex interplay among key elements in the e-commerce sector, which is crucial for e-commerce businesses and online retailers. They can enhance the perceived value of their products or services by improving the professionalism and credibility of e-commerce anchors and by actively managing online reviews, thereby stimulating consumers' purchase intentions. Furthermore, this research contributes to the theoretical and practical understanding of consumers' purchasing decision processes, offering valuable insights for companies to refine their sales strategies.