Research On The Influence Of Food Anchor Characteristics On Consumers’ Purchase Intention In E-commerce Live Marketing

At the beginning of 2020,due to the epidemic and other factors,the model of e-commerce live marketing has received unprecedented attention,ushered in a huge opportunity,and started to enter the "new e-commerce era".Food products,as an indispensable part of People’s Daily life,occupy a large proportion in the e-commerce live marketing market.As an important part of the broadcast room of food e-commerce,food anchors influence consumers’ direct perception and purchase intention of food products to a certain extent.At present,scholars’ achievements are mostly focused on the characteristics of live streaming platforms in apparel,beauty and other industries,and the marketing strategies of e-commerce live streaming,with most qualitative research results,and few quantitative studies on the impact of characteristics of food anchors on consumers’ purchase intention.Based on this,in the context of the current booming of food e-commerce live broadcasting,this paper,based on the SOR model,comprehensively uses questionnaire survey method and data statistical analysis method to conduct quantitative analysis and research on the influence of food anchor characteristics on consumers’ purchase intention,and further verifies the mediating effect of trust variables and perceived value variables on food anchor characteristics and consumers’ purchase intention.This study combined the theoretical model to design relevant questionnaires and collect data.With consumers’ purchase intention as the dependent variable,recommendation,interactivity and tasting of food anchors as the independent variables,and trust and perceived value as the intermediary variables,the SOR model was established to explore the impact of food anchors’ characteristics on consumers’ purchase intention.The quantitative empirical analysis tools of SPSS and Amos were used to verify the relevant hypotheses,and the following conclusions were obtained: Among the characteristics of food anchors,recommendation,interaction and tasting had a positive impact on consumers’ purchase intention;Enhancing the recommendation and taste of food anchors will enhance consumer trust;Enhancing the interaction and tasting of food anchors will enhance the perceived value of consumers;Trust and perceived value significantly positively affect the purchase intention of consumers in the broadcast room of food e-commerce,and mediate the influence path between the characteristics of food anchors and consumers’ purchase intention.This paper discusses the influence of recommendation,interactivity and tasting of food anchors on consumers’ purchase intention,verifies the model hypothesis through quantitative analysis,and puts forward marketing suggestions and optimization schemes for food e-commerce enterprises to carry out e-commerce live broadcasting,in order to provide certain references for Chinese e-commerce enterprises to carry out e-commerce live broadcasting practice.