The Influence Of Anchor Characteristics On Impulsive Purchase Intentions In Live Broadcasting Of Frmers Study

In recent years,the rapid development of e-commerce live broadcasting,the scale and transaction volume of e-commerce are increasing day by day,and the academic community has paid more attention to the field of e-commerce live broadcasting,and there are a large number of research results.Compared with the traditional agricultural product sales channels,the live broadcast of agricultural products as an emerging online sales model of agricultural products broadens the sales channels of agricultural products,promotes the income of farmers and rural areas,reduces the circulation link,reduces the cost of agricultural product sales,and also allows consumers to buy genuine characteristic agricultural and sideline products.Especially in the context of the epidemic,it has played an important role in solving the problem of unsalable agricultural products,and has also provided a sustainable development model for promoting rural revitalization.A large number of cases show that the live broadcast of helping farmers often has a certain public welfare nature,compared with other categories of live broadcasting,the proportion of purchasing behavior among consumers is also higher,so it is a new research direction for the live broadcast of farmers and the purchase behavior of consumers in the live broadcast of farmers,and it also has very important value and significance,but there is less research on this aspect in the academic community.Why is there a higher purchase willingness in the live broadcast of helping farmers than other categories of live broadcasting?What are the main dimensions of the characteristics of agricultural anchors?What is the relationship between the characteristics of the farmer’s anchor and the impulsive willingness to buy?What role does emotional identity play between anchor characteristics and consumers’ impulsive willingness to buy?In order to answer the above questions,this study first sorted out the literature,and extracted three dimensions of the anchor’s characteristics under the specific scenario of helping fanners live broadcast:credibility,professionalism and interactivity,Then it is conceived and defined,the influence of the above factors on the impulse to buy is analyzed,and a theoretical model is constructed.The three dimensions of the above anchor characteristics are used as independent variables,emotional identity as the intermediary variables,and consumers’ impulse purchase intentions as the dependent variables,and the valid sample data collected are analyzed,and SPSS 26.0 and AMOS are used to verify the proposed research hypotheses.The empirical analysis results show that the credibility,professionalism and interactivity of the anchor characteristics have a significant positive effect on the impulsive purchase intention,and the emotional identity plays an intermediary role between the anchor characteristics and the impulsive purchase intention.Finally,based on the conclusions,countermeasures and suggestions are put forward to improve the credibility,professionalism and interactive characteristics of agricultural anchors.