The transformation of production methods brought about by the development of digital media technology has given rise to new forms of labor, and online emotional labor is one of them. Moreover, short video platform anchor and fan consumption as a kind of video-based consumption relationship is also a new kind of emotional labor. On the one hand, Internet technology provides real-time updated anchor dynamics for fans and audiences; on the other hand, a wide variety of short video platforms also build a spatial field of emotional interaction, emotional consumption, and emotional labor for fans and audiences. Therefore, this study analyzes the influence mechanism of short video platform anchors' emotional labor on fans' purchasing behavior from the dimensions of attention capital in the digital economy era, the production of short video anchors' emotional experience, and fans' collective purchasing behavior.

Xiaomeng Wan. Research on the Influence of Emotional Labor of Short Video Anchor on Fans' Purchase Behavior. International Journal of Frontiers in Sociology (2023), Vol. 5, Issue 15: 42-46. https://doi.org/10.25236/IJFS.2023.051508.

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