Research On The Mechanism Of Official Anchor’s Characteristics On Consumers’ Purchase Intention In The Livestream For Helping Farmers

With the rise of live e-commerce broadcasting,live-stream shopping has become a new trend to help and support famer groups.Interne celebrities and various e-commerce platforms are involved in helping farmers,which has played a significant role in promoting the sales of agricultural products.After the outbreak of COVID-19,in order to solve the problem of agricultural products sales and boost the local economy,more and more local officials began to enter the live broadcast room in the guise of anchors to promote local agricultural products,officials to help agricultural live stream has become a new way of marketing agricultural products.However,what kind of impact does the live stream of agricultural products by officials have on the attitude and behaviour of consumers? What is the mechanism of influence? Does this influence vary in different contexts? Most scholars have studied the impact of live-streaming by internet celebrities live stream on consumers’ willingness to buy,but the mechanism of the impact of live-streaming by officials on consumers’ willingness to buy is not yet clear.To this end,this paper constructs a theoretical model based on stimulus response theory,stereotype content model theory and self-construction theory,with official anchor characteristics as the independent variable,perceived value as the mediating variable,consumers’ self-construction type as the moderating variable and consumers’ willingness to purchase farm products as the dependent variable.Drawing on the proven quantitative design questionnaire developed by previous scholars,468 valid sample data were used to test the model and hypotheses in order to reveal the mechanism of official anchor’s characteristics on consumers’ purchase intention in the livestream for helping farmers and its boundary conditions,and to provide theoretical support for the new agricultural product marketing method of livestream of official agricultural assistance.The main findings of this paper are as follows:(1)Consumers’ willingness to purchase agricultural products is positively influenced by the characteristics of official anchors,and different dimensions of the characteristics of official anchors have different effects on consumers’ willingness to purchase agricultural products,among which the effect of warmth perception on consumers’ willingness to purchase agricultural products is greater than the effect of ability perception.(2)Perceived value,including perceived emotional value and perceived functional value,plays a mediating role in the influence of officials’ anchor characteristics on consumers’ willingness to purchase produce.(3)The selfconstrual type influences consumers’ intention to purchase produce by mediating the relationship between officer anchor characteristics and perceived value.Specifically,the perceived warmth of official anchors had a greater impact on consumers’ perceived emotional value among dependent self-constructed consumers than among independent self-constructed individuals,while the perceived competence of official anchors facilitated consumers’ perceived functional value more significantly among independent selfconstructed consumers than among dependent self-constructed individuals.This study applies the warmth and competence perceptions of the stereotype content model to the portrayal of the characteristics of official anchors and their influence on consumers,expanding the scope of application of the stereotype content model and enriching research in the related field.In addition,based on self-construction theory,this study classifies consumers into two types: independent self-constructed individuals and dependent self-constructed individuals,and analyses the differences in the role of official anchor livestream among different groups,which is of some value in exploring the boundaries of the role of official farming support live streaming on consumers’ willingness to purchase farming products.At the same time,the findings of this study also provide practical suggestions on how to improve the effectiveness of the officials’ live broadcasts and how government officials can adopt targeted marketing strategies according to the individual differences of consumers during the broadcasts.