电商主播类型对消费者矛盾态度的影响

In this paper, the types of anchor with goods of e-commerce live broadcast are divided into online Red anchor and business anchor. Under the regulation of product type, a theoretical model of the impact of different anchor types on consumers\' contradictory attitudes is constructed. By allowing consumers to watch e-commerce live broadcast clips, survey data are collected in the form of questionnaire, The regression analysis method is used to explore the relationship between the type of e-commerce anchor and consumers\' contradictory attitude, and empirically test the influence effect of product factors. Through the empirical research, it is found that online Red anchor and business anchor have different effects on consumers with different initial contradictory attitude. The specific performance is as follows: the stronger consumers perceive the characteristics of online Red anchor and business anchor, The greater the change of contradictory attitude. Combined with the research of product types, it is found that for functional products, business anchors can cause more significant changes in consumers\' contradictory attitudes than online Red anchors; For hedonic products, online Red anchors can cause significant changes in consumers\' contradictory attitudes more than business anchors.