Virtual Anchors in Action: Navigating Regional Consumer Behavioral Responses and Cultural Dynamics in Chinese E-Commerce
Main Article Content
Abstract
This study explores the interplay between northern and southern regional consumer traits and their behavioral responses to virtual anchors’ product promotions within China’s dynamic e-commerce environment, with particular attention to ethnocentrism and cosmopolitanism. Employing a mixed-method approach, it integrates quantitative data from 202 consumers in northern and southern China with qualitative insights from interviews with seven respondents. Guided by the technology acceptance model (TAM), the research reveals notable differences between northern and southern consumers. Southern consumers consistently reported significantly higher scores in perceived usefulness, perceived ease of use, and perceived enjoyment. Their behavioral responses were also more positive. Interestingly, consumer ethnocentrism and cosmopolitanism did not exhibit significant regional variation. Qualitative findings further indicate that regional trust, cultural contact, and enjoyment derived from virtual anchors influence consumer intentions, with southern consumers showing greater responsiveness to product promotions. These results highlight the complex interaction between technology adoption and cultural dynamics in China’s online commerce industry, offering implications for tailoring virtual anchor strategies to specialized regional niches.
Article Details
References
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
British Psychological Society. (2021). Code of ethics and conduct. https://cms.bps.org.uk/sites/default/files/2022-06/BPS%20Code%20of%20Ethics%20and%20Conduct.pdf
Chan, P. S. (2024). The influence of virtual anchor live streaming on Chinese consumer responses [Unpublished master’s independent study]. Chulalongkorn University, Thailand.
China Economic Roundtable. (2024, December 9). Economic development in southern China and its impact on consumer behavior. http://www.china.org.cn/china/OfftheWire/2024-12/09/content_117596896.htm
Cleveland, M., Laroche, M., & Papadopoulos, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes. Journal of International Marketing, 17(1), 116–146.
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
Creswell, J. W., & Poth, C. N. (2017). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). Sage.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Deloitte. (2023). Tech trends 2023: The kinetic enterprise. https://www2.deloitte.com/us/en/insights/focus/tech-trends/2023.html
Ding, Q. S. (2017). Chinese products for Chinese people? Consumer ethnocentrism in China. International Journal of Retail & Distribution Management, 45(5), 550–564. https://doi.org/10.1108/IJRDM-11-2016-0212
Elverskog, J. (2013). China and the new cosmopolitanism (Sino-Platonic Papers, No. 233). https://sino-platonic.org/complete/spp233chinacosmopolitanism.pdf
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59–82. https://doi.org/10.1177/1525822X05279903
He, Z. (2023). A brief analysis of the new pattern of China’s virtual anchor enabling Webcast--Taking Jiaran as an example. Frontiers in Art Research, 5(1), 21–25. https://doi.org/10.25236/FAR.2023.050105
Hossain, S., Hossen, M. S. B., Zim, S. K., & El Hebabi, I. (2024). Cultural dynamics and consumer behavior: An in-depth analysis of Chinese preferences for western imported products. GSC Advanced Research and Reviews, 20(3), 158–167. https://doi.org/10.30574/gscarr.2024.20.3.0345
iiMedia Research. (2024). China’s virtual idol/anchor industry development report, 2024. https://www.iimedia.cn/c400/99947.html
Jinhui1, K., & Tarofderb, A. K. (2024). Research on the impact of AI virtual anchors interaction effects on consumer purchase intentions in e-commerce live streaming scenes. International Journal of Multidisciplinary Research and Analysis Publications, 7(8), 3172–3181.
Kim, M. J., & Hall, C. M. (2019). A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors. International Journal of Information Management, 46, 236–249. https://doi.org/10.1016/j.ijinfomgt.2018.11.016
Kwan, C. Y., Yeung, K. W., & Au, K. F. (2005). Decision-making behavior towards casual wear buying: A study of young consumers in Mainland China. https://academyofworldbusiness.com/assets/jomawbr/Article_1.pdf
Liu, Y., & Hong, S. (2020). Consumer cosmopolitanism and cross-border e-commerce purchase intentions: Evidence from China. International Journal of Retail & Distribution Management, 48(6), 623–640. https://doi.org/10.1108/IJRDM-11-2019-0372
Majumdar, A. (2018). Thematic analysis in qualitative research. In B. N. Ghosh (Ed.), Qualitative techniques for workplace data analysis. Business Expert Press.
McKinsey & Company. (2023). 2023 McKinsey China consumer report: A time of resilience. https://www.mckinsey.com/cn/~/media/mckinsey/locations/asia/greater%20china/our%20insights/2023%20mckinsey%20china%20consumer%20report%20a%20time%20of%20resilience/2023%20mckinsey%20china%20consumer%20report%20en.pdf
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorser's perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
Ongkrutraksa, W. (2024). The influence of exposure and attitude on YouTube’s product placement advertising on Thai and Japanese consumer behavioral responses. International Journal of Electronic Commerce Studies, 13(3), 45–68.
Patton, M. Q. (2015). Qualitative research & evaluation methods: Integrating theory and practice (4th ed.). Sage.
Prince, M., Cano, C. R., Yaprak, A., Cleveland, M., Davies, M. A. P., Josiassen, A., Nechtelberger, A., Nechtelberger, M., Palihawadana, D., Renner, W., Supekova, S. C., & Von Wallpach, S. (2020). The influence of consumer ethnocentrism and cosmopolitanism on purchase intention: A meta-analysis. Journal of International Consumer Marketing, 32(4), 277–297. https://doi.org/10.1080/08961530.2019.1691644
QuestionPro. (2024). Qualitative data collection methods: What it is + process. https://www.questionpro.com/blog/qualitative-data-collection-methods/
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289.
Statista. (2023). Popular virtual anchor categories in China. https://www.statista.com/statistics/1376964/china-popular-types-of-virtual-anchors/
Tong, X. (2010). A cross-national investigation of an extended technology acceptance model in the online shopping context. International Journal of Retail & Distribution Management, 38(10), 742–759. https://doi.org/10.1108/09590551011080808
University of Chicago Booth School of Business. (2018). Behavioral differences between Northern v. Southern Chinese linked to rice and wheat farming cultures. https://www.chicagobooth.edu/media-relations-and-communications/press-releases/behavioral-differences-between-northern-v-southern-chinese
Van de Vijver, F. J. R., & Leung, K. (1997). Methods and data analysis for cross-cultural research. Sage.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540
Yu, Y., Peng, A., Kwong, S. C. M., & Bannasilp, A. (2024). Influence of virtual anchor characteristics on consumers’ consumption willingness. Journal of International Business and Management, 7(1), 1–12.
Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt.2), 1–27.
Zhang, Y., & Wang, X. (2024). The effect of virtual anchor appearance on purchase intention: A perceived warmth and competence perspective. Journal of Business Research, 123, 456–467.
Zhang, Y., Wang, X., & Zhao, X. (2025). Supervising or assisting? The influence of virtual anchor driven by AI–human collaboration on customer engagement in live streaming e-commerce. Electronic Commerce Research, 25, 3047-3070. https://doi.org/10.1007/s10660-023-09783-5
Zhou, Y., Jia, L., Chen, X., Shi, H., Ma, Y., & Du, K. (2024). Persuasiveness of virtual news anchors: Unveiling the influence of gestures, speech rate, and attire. Journal of Media Psychology, 53(4), 301–328. https://doi.org/10.2139/ssrn.5037484
