| With the rapid development of e-commerce and the rapid development of the Internet,especially the development and application of 5G technology,the advantages of online shopping have become more and more clear,and the promotion of e-commerce live streaming has ushered in a golden age of development.Mobile e-commerce live broadcasting is becoming more and more fiery.As a product of e-commerce live streaming,e-commerce anchors have become the key to connecting consumers and products.A large number of studies have shown that the characteristics of e-commerce anchors have a significant impact on consumers’purchase intentions.Under such circumstances,a new type of professional farmer,the farmer anchor,has received more and more attention.As a kind of e-commerce anchor.farmer anchors not only play the role of anchor,but also play the role of farmers.Therefore,farmer anchors not only have the characteristics of professional anchors,but also have the characteristics of farmers.Farmer anchors can communicare with consumers on the live broadcast platform through professional knowledge and understanding of products to attract consumers,and can also attract consumers through their own simplicity and reliability.The various characteristics of farmer anchors have an increasing influence on consumers.Consumers also agree with the products recommended by farmer anchors.At the same time,different characteristics of farmer anchors will affect consumers’ willingness to buy.Promoting the development of farmers’ anchors is to promote the sales of agricultural products,increase farmers’ income,and promote rural economic development.At present,the academic research on farmer anchors is still less than that of other anchors.Therefore.it is very important to explore how tbw tbw tbw tbw tlf farmer anchors affect consumers’ purchase intentions to pror pror pror pror prorent of farmer anchors.Therefore,it is necessary to study the inheinbe inheinhe inmchor characteristics on consumers’ purchase intention.This article refers to previous research results and extracts three characteristic dimensions of farmer anchors:professionalism,interaction,and simplicity.Construct the required research model,sort out the relationship between latent variables,and explore how the characteristics of farmers’ anchors affect consumers’ purchase intentions through their sense of identity.Then design the scale and questionnaire,distribute and recover the questionnaire,and use SPSS26 and AMOS24 to test the hypothesis of the collected data.The results of the empirical analysis show that the professionalism,interactivity,and simplicity of the farmers’ anchors have a positive impact on consumers’ sense of identity and purchase intention;the sense of identity has a significant impact on consumers’ purchase intentions;It plays an intermediary role between consumer purchase intention and consumer purchase intention.According to the results of data analysis,suggestions are made for the future development of farmer anchors.This study provides a new perspective for the study of e-commerce anchors and enriches the research results of farmer anchors.The research conclusion not only helps to improve the quality of farmers’anchors,but also promotes the promotion and sales of agricultural products and increases farmers’income. |
