Exploring the Impact of Live Commercial Anchors on BusinessPerformance and Survival Strategy: Focusing on Resource Configuration and Environmental Choice 1

• 영문명: Exploring the Impact of Live Commercial Anchors on BusinessPerformance and Survival Strategy: Focusing on Resource Configuration and Environmental Choice 1
• 발행기관: 동아시아경상학회
• 저자명: Li-Jie ZHANG Fei HUANG
• 간행물 정보: 『East Asian Journal of Business Economics』Vol.10 No.4, 1~18쪽, 전체 18쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.12.31

영문 초록

Purpose – Through the analysis and research of different characteristics and related mechanisms of live commerce anchors, this paper aimed to help live commerce anchors to strengthen their characteristic advantages, beautify the live broadcast environment, improve resource allocation and enhance business performance, so as to help live commerce anchors to achieve better high-quality development. Research design, data, and methodology – This study was conducted by sample survey method on 361 live commercial anchors who have experience in using major online shopping malls for more than one year. Data analysis methods were frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model analysis. Result – Hypothesis 1 through Hypothesis 5 were all supported. The results of this study suggest that professionalism and mutual entertainment of live commercial anchors have a significant impact on business performance, survival strategy, resource allocation and environment selection. The resource allocation and environment selection of live commercial anchors play a mediating role in the professionalism and mutual entertainment of live commercial anchors on business performance and survival strategy. Conclusion –The results implied that the professionalism and inter entertainment of live commercial anchors have a positive impact on business performance and survival strategy. In the new situation, live commercial anchors should further improve their professionalism and mutual entertainment, so as to achieve better development.

목차

1. Introduction

2. Literature Review

3. Research Models and Research Hypotheses

4. Research Methodology

5. Research Analysis Results

6. Discussion and Conclusion

References

키워드

Professionalism Mutual Entertainment Environmental Choice Resource Configuration Business Performance Survival Strategy