Exploring the Impact of Live Commercial Anchors on BusinessPerformance and Survival Strategy: Focusing on Resource Configuration and Environmental Choice 1

Purpose – Through the analysis and research of different characteristics and related mechanisms of live commerce anchors, this paper aimed to help live commerce anchors to strengthen their characteristic advantages, beautify the live broadcast environment, improve resource allocation and enhance business performance, so as to help live commerce anchors to achieve better high-quality development. Research design, data, and methodology – This study was conducted by sample survey method on 361 live commercial anchors who have experience in using major online shopping malls for more than one year. Data analysis methods were frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model analysis. Result – Hypothesis 1 through Hypothesis 5 were all supported. The results of this study suggest that professionalism and mutual entertainment of live commercial anchors have a significant impact on business performance, survival strategy, resource allocation and environment selection. The resource allocation and environment selection of live commercial anchors play a mediating role in the professionalism and mutual entertainment of live commercial anchors on business performance and survival strategy. Conclusion –The results implied that the professionalism and inter entertainment of live commercial anchors have a positive impact on business performance and survival strategy. In the new situation, live commercial anchors should further improve their professionalism and mutual entertainment, so as to achieve better development.