Impact of Anchor Professionalism on User Intimacy in E-commerce Livestreaming

Abstract

Over the past few years, the retail industry has witnessed a growing trend in live streaming e-commerce. This allows consumers to have an interactive and engaging shopping experience, where they can communicate directly with sellers and get real-time answers to their product queries. The paper aims to examine the impact of anchor professionalism on user intimacy in the context of live streaming e-commerce. Employing a questionnaire-based approach, over 800 users were classified and surveyed to assess their perceptions of anchor professionalism and intimacy levels. Principal component analysis(PCA) was employed to extract measures of anchor professionalism and user intimacy, while regression analysis was used to investigate the relationship between the two constructs. The paper finds that anchor professionalism significantly enhances user intimacy. The results of this study have important implications for enhancing efficiency and improving consumer satisfaction in the live streaming e-commerce industry.