Strategies for Online Market Entry: The Role of Network Anchors in China’s Live Streaming Sales Ecosystem

Purpose: This study explores the strategic implications of live-streaming sales and network anchors in China’s e-commerce landscape, particularly focusing on how different types of network anchors influence consumer trust and purchasing decisions. Methodology/approach: A scenario-based experimental design was employed, utilizing a 2 x 2 factorial structure to analyze the effects of network anchor types (celebrity anchors vs. internet celebrity anchors) and product types (search goods vs. experience goods) on consumer behavior. Data were collected from 500 participants through an online survey, ensuring a robust statistical analysis of the main and interaction effects. Findings: The results reveal that celebrity anchors generate significantly higher levels of consumer trust and purchase intention for search goods, while internet celebrity anchors are more effective for experience goods. Trust was found to play a partial mediating role in these relationships, particularly for experience goods. Research implications: The study contributes to the existing literature by integrating traditional endorsement theories with the modern context of live streaming, offering new insights into the differential impacts of network anchor types across various product categories. It also highlights the need for a nuanced understanding of consumer trust in digital marketplaces. Practical implications: Marketers and online enterprises can leverage these findings to optimize their live-streaming strategies by aligning the choice of network anchors with the specific characteristics of the products being promoted. This strategic alignment can enhance consumer engagement, trust, and ultimately, purchase intentions. Originality/value/contribution: This research advances the theoretical discourse on digital marketing by elucidating the complex interplay between network anchor types, product characteristics, and consumer trust. It offers a comprehensive framework for understanding and optimizing live-streaming sales strategies in the context of China’s rapidly evolving e-commerce environment.