EXAMINING THE EFFECT OF AGILE PROJECT MANAGEMENT ON ALIGNING THE CHARACTERISTICS TRAITS OF E-COMMERCE LIVE BROADCAST ANCHORS WITH CONSUMER LOYALTY
Purpose: This study seeks to examine the impact of agile project management on consumer loyalty within the agricultural sector in China. This study specifically examines the mediating role of personality traits of e-commerce live broadcast anchors in this relationship. Method: Data were obtained from a sample of 329 consumers in the agricultural sector in China. The analysis utilized Partial Least Squares Structural Equation Modelling (PLS-SEM). This study examined the effects of agile project management on consumer loyalty and its influence on the personality traits of e-commerce live broadcast anchors. Findings: The study findings suggest that agile project management has a significant impact on consumer loyalty and the personality traits of e-commerce live broadcast anchors. Moreover, the study revealed that the personality traits of anchors play a crucial role in mediating the connection between agile project management and consumer loyalty. Implications: The findings have important implications for agricultural project management and the role of e-commerce live broadcast anchors. This study emphasizes the significance of agile project management practices in improving customer loyalty and underscores the value of developing certain personality traits among anchors in the e-commerce sector to enhance this impact. These insights can provide guidance to businesses and organizations in optimizing their strategies for customer engagement and loyalty in the digital age.