The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement

In this empirical study, based on stimulus–organism–response (SOR) theory and involvement theory, we investigate the intrinsic mechanisms by which the traits of network anchors influence the shopping intentions of live streaming audiences. We also explore the mediating effect of value perception and the moderating effect of consumer involvement on purchase tendency. The results demonstrate that anchors who take the initiative to be purveyors of information can improve the value perception of products in a live streaming context. By virtue of their professionalism and interactivity, they can significantly influence the shopping intention of the live streaming audience. Value perception plays a significant mediating role between anchor traits and shopping intention, while consumer involvement plays an important negative moderating role. Accordingly, e-commerce companies should dialectically select suitable anchors to improve different types of perceived value in live streaming audiences, according to different levels of consumer involvement, in order to ultimately improve the shopping intention of such audiences.