The Mechanism of E-commerce Anchor Attributes on Consumers' purchase Intention Based on Grounded Theory

Abstract

Based on grounded theory, this paper constructs a theoretical model of the influence of e-commerce anchor attributes on consumers' purchase intention by conducting in-depth interviews with 26 users who have had experience in watching e-commerce live streams and obtaining original records as a data source. The conceptual connotations of e-commerce anchor attributes, consumers' intrinsic states and consumers' purchase intentions in the context of livestream are defined. On the theoretical side, the paper enriches the mechanism of e-commerce anchor attributes on e-purchase intention. On the practical side, it provides a reference for e-commerce anchors to stimulate consumers' purchase desire.