Research on the Influence of Internet Top Anchors E-Commerce on Consumer Purchase Satisfaction in Guizhou

Abstract

The current study focused on a novel and recently widespread Internet phenomenon—top anchor live streaming. As one of the main advantages of online influencer lives-marketing, the timely interaction of influencers played an essential role in consumers’ purchase satisfaction. This research took the consumers who were satisfied with the goods brought by the top e-commerce anchors as the research object, adopted the quantitative research method, and based on the theory of perceived value, the theory of experience value, and the theoretical model of perceived usefulness. Perceived quality theory, perceptual interaction theory, and social presence theory explored the impact mechanism of top-tier anchor e-commerce delivery on consumer satisfaction and users.