@article{ART003172631},
author={ChunLiu Wang and FuXiang Wei},
title={Knowledge-based anchor live sales impact on consumer purchase intention: consumers trust intermediary role},
journal={Industry Promotion Research},
issn={2466-1139},
year={2025},
volume={10},
number={1},
pages={317-328},
doi={10.21186/IPR.2025.10.1.317}
TY - JOUR
AU - ChunLiu Wang
AU - FuXiang Wei
TI - Knowledge-based anchor live sales impact on consumer purchase intention: consumers trust intermediary role
JO - Industry Promotion Research
PY - 2025
VL - 10
IS - 1
PB - Industrial Promotion Institute
SP - 317
EP - 328
SN - 2466-1139
AB - With the rapid development of e-commerce live broadcasting, knowledge-based anchors have become a new sales force. The purpose of this study is to grasp the influence of knowledge presenters on consumers' purchase intention during live broadcast sales. To this end, a questionnaire survey was conducted and a statistical analysis was conducted based on the collected data. The results show that: First, live broadcast sales of knowledge anchors have a positive impact on consumers' purchase intention. Second, consumer trust has a positive impact on consumers' purchase intention. Third, consumer trust plays a significant mediating role between the live broadcast sales of knowledge hosts and consumers' purchase intention. Through this study, we reveal the important impact of knowledge-based hosts on consumer actions through e-commerce live broadcasting, and put forward strategic recommendations necessary to improve the effectiveness of live marketing for brands and merchants. Businesses should pay attention to training and improving knowledge announcers with professional knowledge and strong expression ability, strengthen interaction with consumers, enhance consumers' sense of trust, and improve the effect of live broadcast marketing.
KW - E-commerce Live Broadcast;Knowledge-based Anchor;Live Broadcast Sales;Consumer Purchase Intention;Consumer Trust
DO - 10.21186/IPR.2025.10.1.317
ER -
ChunLiu Wang and FuXiang Wei. (2025). Knowledge-based anchor live sales impact on consumer purchase intention: consumers trust intermediary role. Industry Promotion Research, 10(1), 317-328.
ChunLiu Wang and FuXiang Wei. 2025, "Knowledge-based anchor live sales impact on consumer purchase intention: consumers trust intermediary role", Industry Promotion Research, vol.10, no.1 pp.317-328. Available from: doi:10.21186/IPR.2025.10.1.317
ChunLiu Wang, FuXiang Wei "Knowledge-based anchor live sales impact on consumer purchase intention: consumers trust intermediary role" Industry Promotion Research 10.1 pp.317-328 (2025) : 317.
ChunLiu Wang, FuXiang Wei. Knowledge-based anchor live sales impact on consumer purchase intention: consumers trust intermediary role. 2025; 10(1), 317-328. Available from: doi:10.21186/IPR.2025.10.1.317
ChunLiu Wang and FuXiang Wei. "Knowledge-based anchor live sales impact on consumer purchase intention: consumers trust intermediary role" Industry Promotion Research 10, no.1 (2025) : 317-328.doi: 10.21186/IPR.2025.10.1.317
ChunLiu Wang; FuXiang Wei. Knowledge-based anchor live sales impact on consumer purchase intention: consumers trust intermediary role. Industry Promotion Research, 10(1), 317-328. doi: 10.21186/IPR.2025.10.1.317
ChunLiu Wang; FuXiang Wei. Knowledge-based anchor live sales impact on consumer purchase intention: consumers trust intermediary role. Industry Promotion Research. 2025; 10(1) 317-328. doi: 10.21186/IPR.2025.10.1.317
ChunLiu Wang, FuXiang Wei. Knowledge-based anchor live sales impact on consumer purchase intention: consumers trust intermediary role. 2025; 10(1), 317-328. Available from: doi:10.21186/IPR.2025.10.1.317
ChunLiu Wang and FuXiang Wei. "Knowledge-based anchor live sales impact on consumer purchase intention: consumers trust intermediary role" Industry Promotion Research 10, no.1 (2025) : 317-328.doi: 10.21186/IPR.2025.10.1.317
