Research on Chinese live broadcast marketing and sustainable consumption intention under the internet environment

Abstract

Compared with the traditional marketing model, the live broadcast marketing model increases the role of the anchor, making it a research hotspot. Based on different types of products and different anchor modes, the impact on consumers’ psychology and behavior is the focus of this paper. Through two standard experiments, spss22 0 statistical analysis found that: (1) for functional products, entertainment anchor mode significantly improves consumers’ emotional identity; at the same time, it significantly reduces consumers’ authority identity and knowledge identity; (2) for functional products, knowledge-based anchor mode significantly enhances consumers’ authority identity and knowledge identity, and significantly reduces consumers’ emotional identity; (3) In the functional product scenario, knowledge identity, authority identity and emotional identity all have a positive impact on consumers’ continuous purchase intention.