{"title":"主播职业倦怠情绪对消费者消费心理和行为的影响","authors":"Cheng Bi","doi":"10.61173/r78gs988","DOIUrl":null,"url":null,"abstract":"This study investigated the effects of anchor burnout on consumer consumption psychology and behavior. Through the questionnaire survey, we found that anchor burnout had a significant impact on consumers’ purchase intention, purchase amount, satisfaction and loyalty. The experimental results show that the more serious the anchor burnout mood, the lower the purchase intention and purchase quantity of consumers and the lower the satisfaction and loyalty. These findings contribute to understanding the impact of anchor emotions on consumer behavior and provide useful reference for relevant businesses and researchers. The results of this study have certain guiding significance for understanding the influence of anchor emotions on consumer behavior and formulating corresponding marketing strategies.","PeriodicalId":373664,"journal":{"name":"Interdisciplinary Humanities and Communication Studies","volume":"14 10","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The influence of anchor burnout mood on consumers’ consumption psychology and behavior\",\"authors\":\"Cheng Bi\",\"doi\":\"10.61173/r78gs988\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study investigated the effects of anchor burnout on consumer consumption psychology and behavior. Through the questionnaire survey, we found that anchor burnout had a significant impact on consumers’ purchase intention, purchase amount, satisfaction and loyalty. The experimental results show that the more serious the anchor burnout mood, the lower the purchase intention and purchase quantity of consumers and the lower the satisfaction and loyalty. These findings contribute to understanding the impact of anchor emotions on consumer behavior and provide useful reference for relevant businesses and researchers. The results of this study have certain guiding significance for understanding the influence of anchor emotions on consumer behavior and formulating corresponding marketing strategies.\",\"PeriodicalId\":373664,\"journal\":{\"name\":\"Interdisciplinary Humanities and Communication Studies\",\"volume\":\"14 10\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-02-19\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Interdisciplinary Humanities and Communication Studies\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.61173/r78gs988\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Interdisciplinary Humanities and Communication Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.61173/r78gs988","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The influence of anchor burnout mood on consumers’ consumption psychology and behavior
This study investigated the effects of anchor burnout on consumer consumption psychology and behavior. Through the questionnaire survey, we found that anchor burnout had a significant impact on consumers’ purchase intention, purchase amount, satisfaction and loyalty. The experimental results show that the more serious the anchor burnout mood, the lower the purchase intention and purchase quantity of consumers and the lower the satisfaction and loyalty. These findings contribute to understanding the impact of anchor emotions on consumer behavior and provide useful reference for relevant businesses and researchers. The results of this study have certain guiding significance for understanding the influence of anchor emotions on consumer behavior and formulating corresponding marketing strategies.