The Influence Factors of the Characteristics of Live Broadcast E-commerce Anchors on Consumers' Intention to Recommend WOM: A S-O-R Perspective

In the era of Marketing 4.0, recommendation has become a typical feature of marketing, the effectiveness of word-of-mouth (WOM) has exceeded the influence of traditional marketing methods such as advertising and published. However, little research attention has been devoted to understand the formation mechanism of customers' willingness to recommend WOM under the marketing model of live broadcast e-commerce. To fill this gap, we thus ground our research in the migration theory, more specifically, the SOR (stimulus-organism-reaction) model to enhance our understanding of the influence factors of the characteristics of anchors who plays a leading role in the live broadcast scene on customers' intention to recommend WOM. The results show that: (1) the influence factors of the characteristics of anchors including reliability, speciality and attractivity had positive impacts on Perceived Experience; (3) anchors' Interactivit don't have positive impacts on Perceived Experience (5) perceived experience had positive impacts on users' intention to recommend. Finally, the stimulate factors jointly explained 86.2% variance of perceived experience, which in turn explained 69.9% variance of users' intention to Recommend WOM.