The Effect of anchor characteristics on the consumer purchase intention: focus on the comparative analysis of Chinese and Thai consumer

Abstract

Investigating how the characteristics of livestream salespersons affect consumer purchase intentions is the main purpose of this article, mainly by selecting consumers in Thailand and China with live shopping or watching experiences as the main survey target, such as consumers who shop in live broadcasting platforms such as Facebook, TiTok, RedBook, and Taobao. The main method of research used in this paper is quantitative research, the collection of consumer data through survey questionnaire, use Likert level 5 measure to determine the level of identity of respondents to the topic, this study collected 259 questionnaires in the area of China and 334 questionnairs in the region of Thailand. Data analysis is then carried out through the SPSS25 and AMOS25 software, including descriptive statistical analysis, factor analysis, and path checking analysis using the AMOS software. findings on the sample data revealed that it had high reliability and validity. The Cronbach's α for each set of variables exceeds 0.8, while the KOM value for the entire sample above 0.9. The model path test demonstrates that the model has a solid fit and that the values of key reference indicators are up to standard. From the findings of Chinese samples, it shown that the Chi-Square/Degree of Freedom (CMIN/DF) value is 1.605; the Goodness of Fit Index (GFI) value is 0.863; the Comparative Fit Index (CFI) value is 0.949; the Incremental Fit Index ( IFI ) value is 0.95; and the Root Mean-Square Error of Approximation (RMSEA) value is 0.052. From Thai results which indicated the applicable degree of the model is ideal (CMIN/DF=2.128, GFI = 0.821, CFI = 0.939, IFI = 0.94, and RMSEA = 0.072). Based on investigation and model computation, the next findings are made in this research: (1) The features of live streamer have a considerable effect on consumer flow experience and perceived trust (2) Consumer heart state of flow and perceptive confidence have a notable impact on purchasing will (3) Heart-flow experiences and perceived confidence act as intermediaries between the characteristics of anchor and consumer buying intention.(4) The software AMOS 25.0 version was applied in the study to conduct path testing on the SEM model, and from the test results can be found that P values of most path are less than 0.05, which indicated these factors have a significant Influence.