Research on the influence of anchor characteristics on consumer purchase intention—a case study of selected anchors on Dong Yuhui’s “With Hui” Live-stream account
Based on previous research and combined with the S-O-R theoretical model, this study examines the characteristics of anchors on Dong Yuhui’s “With Hui” Live-stream account as independent variables. The characteristics, measured by professionalism, high interactivity, fame, and attractiveness, are an...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2025-01-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2024.1534691/full |
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