Impact of Anchor's Attributes on Consumer's Online Behavioral Intention in Private University, Sichuan Province, China
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This research aims to analyze the teaching anchor’s attributes factors' effect on consumers’ intrinsic state and consumers’ online behavioral intention, and the mediating role of consumers’ intrinsic state between teaching anchors attributes and consumers’ online behavioral intention. In order to achieve this objective. This research was quantitative research, collected data from private university students in the Sichuan Province of China, sample of 418 respondents. They were selected by systematic random sampling technique has been employed, the instrument for collecting data was a questionnaire with a content validity (IOC) of .892and a reliability value of Cronbach’s alpha coefficient of .879. When the analysis techniques were SPSS, and SEM by AMOS and applied to the collected data, the research found that:
- Teaching anchor’s attributes factors were personal charisma, professional level, and interactive ability direct effect on consumers’ intrinsic state classifier by consumer value, consumer trust, and consumer excitement.
- Mediating role: 2.1). Consumer’s intrinsic state excellence, value, and trust play mediating role impact between teaching anchor’s attributes with personal charisma and online behavioral intention, 2.2). Consumer’s intrinsic state excellence, value, and trust play mediates role impact between teaching anchor with professional level positively and online behavioral intention, 2.3). Consumer’s intrinsic state excellence, value, and trust play mediates role impact between teaching anchor’s attributes with interactive ability positively and online behavioral intention. The Teaching anchor's benefits in personal charisma, professional level, and interactive ability had a direct impact on consumers' intrinsic state classifiers of consumer value, trust, and enthusiasm.
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