Zhang Chengsen

School of Business Administration, Anhui University of Finance and Economics

Abstract：

This study provides a comprehensive review of the influence mechanisms of live-stream e-commerce anchors from the perspective of consumer sociology theory. With the advancement of internet technology, live-stream e-commerce has emerged as a novel e-commerce model. As the central figures in live-stream e-commerce, anchors' professionalism, interactivity, and appeal significantly impact consumers' purchasing decisions. From the standpoint of consumer sociology, this paper employs the literature research method to explore the concept and classification of live-stream e-commerce anchors, as well as their influence on consumers' purchase intentions. The findings reveal that different types of anchors, under varying product types and interaction styles, exert distinct influence mechanisms on consumers' purchase intentions. This study not only offers valuable references for e-commerce live-stream platforms, anchors, and consumers but also contributes a fresh perspective to the research field of consumer sociology.

Key Words：

live-stream e-commerce; anchors; consumer sociology; literature review