The Influence of Platforms and Anchors on Consumers' Continuous Participation in The Context of E-commerce Live Broadcast: Empirical Evidence of Textile and Garment Products

The shopping experience of garment consumers in the live broadcast situation belongs to the subjective feeling of psychological level, which will dominate consumers' purchase behavior to a certain extent. The purpose of this paper is to clarify the impact and degree of platform and anchor on consumers' psychological experience and continuous participation in the live broadcast of garment. Based on the perspective of consumer psychological experience and using S-O-R model, this paper constructs the structural equation model of platform, anchor, consumer psychological experience and continuous participation. The Amos tool and 216 questionnaires were used for empirical test, the empirical results show that the anchor's interactive behavior in textile and garment live broadcast will enhance consumers' psychological experience and make them feel happy and immersed. The user interface design and platform interaction will have a positive impact on consumers' psychological experience. The anchor and platform indirectly affect consumers' continuous participation through consumers' psychological experience, in which consumers' psychological experience plays an intermediary role.