Abstract

The exponential growth of technology has led to the emergence of e-commerce as a prominent trend in contemporary society. Currently, the majority of viewers who engage with hosts' livestreamed shopping content are concentrated in the demographic below the age of 24, with college students representing the primary consumers of this phenomenon. However, there is a paucity of research on the consumption of content targeting this specific demographic. In this context, this study examines the influence of the characteristics of information sources of e-commerce anchors on college students' purchase intentions, with closeness serving as a moderating variable. The results of questionnaire surveys yielded the following conclusions: ① The four characteristics of e-commerce anchors information sources–professionalism, credibility, interactivity, and attractiveness have been found to have a significant positive effect on college students' purchase intentions. ②Closeness plays a positive moderating role between the professionalism and attractiveness of information source characteristics and college students' purchase intentions, while the credibility and interactivity of anchor information sources do not significantly moderate college students' purchase intentions. These findings offer managerial insights for merchants and college student consumers.

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