The impact of anchors’ characteristics on the impulse buying: The moderating role of cognitive factors
Published: July 28, 2026
Abstract
This study investigated how the anchors' professionalism and attractiveness affect the impulsive buying of livestream viewers through the intermediary of cognitive factors. Three hundred fifty-six valid responses were analyzed through SPSS20 and Smart-PLS3. Based on the analysis results, the study proposed some management implications for anchors, brands that hire livestream anchors, and platforms with livestream shopping features.
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