Research on the Action Mechanism of E-commerce Anchor Attributes on Consumer’s internal state towards Consumer’s Online Behavior Intention
คำสำคัญ:
E-commerce Anchor Attributes, Consumer’s Internal State, Consumer’s Online Behavior Intention, Situational Factors, E-commerce Live Broadcastบทคัดย่อ
The objectives of this study were: (1) To investigate the attributes of E-commerce anchor, (2) To study the relationship between E-commerce anchor attributes and consumer’s internal state, (3) To study the extent of the effect of consumer’s internal state in the mediation of E-commerce anchor attributes and consumers’ online behavior intention, and (4) To examine the moderating role of situational factors between consumer’s internal state and consumer’s online behavior intention. Based on StimulusOrganism-Response (SOR) theory and the Technology Acceptance Model (TAM), this study investigated the impact of E-commerce anchor attributes on consumer’s intrinsic state towards consumer’s online behavior intention. In addition, the situational factors were applied for investigating the moderating role of the relationship between consumer’s intrinsic state and consumer’s online behavior intention.
This study applied both qualitative and quantitative research methods. The quantitative research employed purposive sampling to gather data from 418 participants located in Changzhi, Shanxi, China; Dianli community, Meiyuan community, Fuxiu Jiangnan community and Junhui Huafu community were purposively distributed to students through the questionnaire platform. The data were subsequently analyzed using Descriptive data by SPSS program and Structural Equation Modeling through the utilization of the AMOS program.
The study showed the following: (1) E-commerce anchor attributes had direct influence on Consumer’s internal state. (2) There was an intermediary role of Consumer’s internal state in the process of E-commerce anchor attributes influencing Consumer’s online behavior intention. (3) There was a moderating effect of situational factors in the process of Consumer’s internal state on their online behavior intention. Hopefully, this study would be able to help E-commerce companies on how to effectively use e-commerce anchor attributes to appeal to consumers and capture their loyalty through a consecutive marketing policy.
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