Crossover From Government Official To Host:Understanding Its Effect On Customer Purchase Intention In Live Steaming Commerce

With the rise of e-commerce live broadcasting,live streaming has become a new trend to help farmers and serve farmers,which plays a significant role in promoting the sales of agricultural products.In order to promote the sales of agricultural products and boost the local economy,more and more local officials have entered the live broadcast room to promote local agricultural products,creating new ways of marketing agricultural products.This is not only a natural move to help economic and social development,but also a new action and exploration of rural revitalization.However,some official anchor live broadcast rooms have the problems of low traffic,low popularity and low sales.Therefore,it is inevitable to explore how official anchors affect consumers’ willingness to buy,improve the ability of official anchors to bring goods,and help official anchors promote rural economic development.In view of this,on the basis of summarizing the relevant research results at home and abroad in the two fields of live shopping and consumers’ purchase intention,and based on the stimulation organism response theory,role theory and flow experience theory,this paper divides the role of official anchor in the process of live broadcasting of agricultural products into professional anchor role and grass-roots governance executor role,and then analyzes the impact mechanism of different role characteristics on consumers’ purchase intention,Put forward the research hypothesis and build the corresponding theoretical model.In the empirical study,521 valid questionnaires were collected by questionnaire survey,and the theoretical model was empirically tested by using structural equation model and bootstrapping mediation effect test,combined with Smart PLS software.Through the research,it is found that the above official anchor characteristics will have an impact on consumers’ purchase intention.Among them,the professionalism,interactivity and identity authority of official anchors can positively affect product trust,the interactivity and image difference of official anchors can positively affect the flow experience,and product trust and flow experience can further have a positive impact on consumers’ purchase intention.At the same time,flow experience can also positively affect product trust.In addition,product trust and flow experience also play an intermediary role in the relationship between official anchor characteristics and consumers’ purchase intention.Specifically,product trust plays a partial intermediary role in the relationship between professionalism and consumers’ purchase intention,identity authority and consumers’ purchase intention,and plays a complete intermediary role in the relationship between interactivity and consumers’ purchase intention;Flow experience plays a complete intermediary role between interactivity and consumers’ purchase intention,and plays a masking effect between image difference and consumers’ purchase intention;Product trust and flow experience play a complete chain intermediary role between identity difference and consumers’ purchase intention.