THE IMPACT OF ANCHOR CHARACTERISTICS ON CUSTOMERS' SUSTAINABLE FOLLOW IN E-COMMERCE LIVE BROADCAST—BASED ON THE SURVEY OF TIKTOK USERS IN CHINA

With the development of Internet commerce, live broadcast has become a new e-commerce milestone. This study uses SOR model for reference, taking customer perceived value and customer flow experience as intermediary variables, to explore the impact of anchor characteristics on the sustainable follow of customers in the live broadcast room. The research findings demonstrate that the credibility, professionalism, interactivity, and attractiveness of e-commerce anchors have a significant positive impact on customer perceived value and customer flow experience. Customer perceived value and customer flow experience positively influence the sustainable retention of customers in live broadcast rooms. Moreover, these factors act as mediators between the characteristics of e-commerce anchors and the sustainable retention of customers. Therefore, it is imperative for live broadcast e-commerce merchants to adapt their strategies based on anchor attributes in order to enhance customer perceived value and improve customer flow experience. This will effectively guide customers towards sustained engagement and yield favorable marketing outcomes. It is helpful for e-commerce anchors to effectively reduce customer loss and form customer loyalty, and also provides a reference for enterprises to use live broadcast e-commerce for product sales and brand promotion.