The Effects of Online Shopping Live Streaming and WangHong Anchor's Characteristics on Consumer Trust and Purchasing Intention in China

Purpose: Becasue of the rapid technological development and the easy-of-use of online shopping, an emerging business mode of WangHong using live streaming has gained susbtantial attention and has showed considerable economic potential. This study investigated determinants of consumers’ trust on live streaming and WangHong anchor and their effect of consumers’ purchase intention. Research design, data, and methodology: This study analyzed the influence of online shopping live streaming's characteristics and WangHong anchor's characteristics on consumer trust and purchasing intention. We conducted an online and offline survey for 11 days from November 16th to November 26th, 2020. A total of 305 responses were collected from Chinese consumers who were online-shopping live-streaming users. Results: First, among the three variables of the live streaming's characteristics, the information insignificantly affected the customer's trust; but the other variables showed significant positive effects on the consumer's trust. Two characteristics of WangHong anchor had significant positive effects on trust; attractiveness had the most significant effect on trust. Second, among the characteristics of live streaming and Wanghong anchor, variables excluding information had a positive(+) effect on purchasing intention. The most significant variable is interactivity，the next is entertainment and the third one is attractiveness and the last one is professionalism. Third, we found that trust had a positive(+) effect on purchase intention. Fourth, there was a partial mediating effect of trust among interactivity, entertainment, professionalism, attractiveness, and purchasing intention. Implications: Online?shopping live-streaming can enhance customers' trust by providing communication with consumers and adding interesting content, thereby improving customers' purchasing intention. At the same time, Improving the WangHong anchors' personal qualities is also an important part of developing online shopping live streaming.