(Translated by https://www.hiragana.jp/)
The Influence of Characteristics of E-Commerce Anchors Information Source on College Students’ Purchase Intention
IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v19y2024i5p47.html
   My bibliography  Save this article

The Influence of Characteristics of E-Commerce Anchors Information Source on College Students’ Purchase Intention

Author

Listed:
  • Xiaohui Tao
  • Weiyu Hu

Abstract

The exponential growth of technology has led to the emergence of e-commerce as a prominent trend in contemporary society. Currently, the majority of viewers who engage with hosts' livestreamed shopping content are concentrated in the demographic below the age of 24, with college students representing the primary consumers of this phenomenon. However, there is a paucity of research on the consumption of content targeting this specific demographic. In this context, this study examines the influence of the characteristics of information sources of e-commerce anchors on college students' purchase intentions, with closeness serving as a moderating variable. The results of questionnaire surveys yielded the following conclusions- â‘ The four characteristics of e-commerce anchors information sources–professionalism, credibility, interactivity, and attractiveness have been found to have a significant positive effect on college students' purchase intentions. â‘¡Closeness plays a positive moderating role between the professionalism and attractiveness of information source characteristics and college students' purchase intentions, while the credibility and interactivity of anchor information sources do not significantly moderate college students' purchase intentions. These findings offer managerial insights for merchants and college student consumers.

Suggested Citation

  • Xiaohui Tao & Weiyu Hu, 2024. "The Influence of Characteristics of E-Commerce Anchors Information Source on College Students’ Purchase Intention," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(5), pages 1-47, September.
    • Handle: RePEc:ibn:ijbmjn:v:19:y:2024:i:5:p:47
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/ijbm/article/download/0/0/50502/54701
    Download Restriction: no
    File URL: https://ccsenet.org/journal/index.php/ijbm/article/view/0/50502
    Download Restriction: no
    ---><---

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:19:y:2024:i:5:p:47. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.