RACE: the role of anchor characteristics in e-commerce success
Live streaming technology has created a new career called e-commerce anchors in the ever-changing world of e-commerce. These anchors play an important role in promoting products and promoting e-commerce expertise. This paper examines the precise e-commerce anchor attributes that most successfully in...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Collegium Basilea
2024
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/117475/ http://psasir.upm.edu.my/id/eprint/117475/1/117475.pdf |
| _version_ | 1848867259353661440 |
|---|---|
| author | Huo, Shao Hua Wan Abas, Wan Anita Waheed, Moniza |
| author_facet | Huo, Shao Hua Wan Abas, Wan Anita Waheed, Moniza |
| author_sort | Huo, Shao Hua |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Live streaming technology has created a new career called e-commerce anchors in the ever-changing world of e-commerce. These anchors play an important role in promoting products and promoting e-commerce expertise. This paper examines the precise e-commerce anchor attributes that most successfully influence purchase intentions, including competence, charm, credibility, communication, fame, affinity, and promptness. This paper proposes the role of anchor characteristics in an e-commerce success (RACE) algorithm to identify key characteristics of e-commerce anchors that have a major impact on purchase intention. The results demonstrate that characteristics such as Affinity, Promptness, and Communication have the greatest effects on changing consumer intentions and increasing purchase intentions. This paper highlights the important role of providing practical information on customer behavior, customer engagement, and e-commerce marketers and advertisers in optimizing these attributes for e-commerce success. |
| first_indexed | 2025-11-15T14:33:39Z |
| format | Article |
| id | upm-117475 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:33:39Z |
| publishDate | 2024 |
| publisher | Collegium Basilea |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1174752025-05-26T09:15:14Z http://psasir.upm.edu.my/id/eprint/117475/ RACE: the role of anchor characteristics in e-commerce success Huo, Shao Hua Wan Abas, Wan Anita Waheed, Moniza Live streaming technology has created a new career called e-commerce anchors in the ever-changing world of e-commerce. These anchors play an important role in promoting products and promoting e-commerce expertise. This paper examines the precise e-commerce anchor attributes that most successfully influence purchase intentions, including competence, charm, credibility, communication, fame, affinity, and promptness. This paper proposes the role of anchor characteristics in an e-commerce success (RACE) algorithm to identify key characteristics of e-commerce anchors that have a major impact on purchase intention. The results demonstrate that characteristics such as Affinity, Promptness, and Communication have the greatest effects on changing consumer intentions and increasing purchase intentions. This paper highlights the important role of providing practical information on customer behavior, customer engagement, and e-commerce marketers and advertisers in optimizing these attributes for e-commerce success. Collegium Basilea 2024-07-16 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/117475/1/117475.pdf Huo, Shao Hua and Wan Abas, Wan Anita and Waheed, Moniza (2024) RACE: the role of anchor characteristics in e-commerce success. Nanotechnology Perceptions, 20 (4). pp. 128-140. ISSN 1660-6795 https://nano-ntp.com/index.php/nano/article/view/1507 10.62441/nano-ntp.v20i4.9 |
| spellingShingle | Huo, Shao Hua Wan Abas, Wan Anita Waheed, Moniza RACE: the role of anchor characteristics in e-commerce success |
| title | RACE: the role of anchor characteristics in e-commerce success |
| title_full | RACE: the role of anchor characteristics in e-commerce success |
| title_fullStr | RACE: the role of anchor characteristics in e-commerce success |
| title_full_unstemmed | RACE: the role of anchor characteristics in e-commerce success |
| title_short | RACE: the role of anchor characteristics in e-commerce success |
| title_sort | race: the role of anchor characteristics in e-commerce success |
| url | http://psasir.upm.edu.my/id/eprint/117475/ http://psasir.upm.edu.my/id/eprint/117475/ http://psasir.upm.edu.my/id/eprint/117475/ http://psasir.upm.edu.my/id/eprint/117475/1/117475.pdf |