A Review of E-commerce Anchor Research
DOI:
https://doi.org/10.62051/ijgem.v3n2.41Keywords:
E-commerce anchor, Bibliometric method, Trends in paper publication, Keyword clustering analysis, Research on related topicsAbstract
As a new business model emerging in the rapid development of technology, e-commerce live streaming not only promotes the deep integration of digital technology and the real economy, but also has significant historical value and far-reaching impact on the formation of new e-commerce economic models. E-commerce anchors have become a new business growth engine for e-commerce live streaming enterprises. During the live streaming, e-commerce anchors rely on their strong professional knowledge or authority in the product field to provide consumers with cost-effective information and help them make purchasing decisions. Although scholars have conducted various studies on e-commerce anchor, there are few studies analyzing relevant research literature from a statistical perspective. Based on this background, this study used bibliometric method and adopted CiteSpace 6.1 R6 analysis software to analyze 82 literature related to "e-commerce anchor" in Web of Science, revealing the research rules of scholars on this topic and providing important references for researchers to understand this field.
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