Study On Effect Of Anchors Characteristics On Consumer Trust In E-commerce Live Streaming Of Agricultural Products

Since the 21 st century,the wave of the digital economy,with the internet as its carrier,has swept the world.Digital technology is leading a revolution in various industries and fields.In the field of agricultural product sales,online shopping channels,represented by e-commerce,are undergoing rapid changes with the support of digital technology.At the start of the COVID-19 outbreak,live streaming e-commerce compensated for the lack of in-person shopping experiences during the lockdown period and rapidly gained market dominance.However,amidst the wave of praise,various drawbacks of live streaming e-commerce surfaced,causing a shift in perception of the anchors from complete trust to risk perception and rational judgment.The development of livestreaming e-commerce for agricultural products has reached a turning point for transformation and upgrading.The topic of how to promote the healthy growth of the livestreaming e-commerce industry is related to the revitalization of rural areas.Therefore,this paper aims to explore how various types of anchors impact consumer trust from the consumers’ perspective.It also aims to reveal how the system should manage the anchor market to promote the healthy development of the industry and support the strategy of rural revitalization.This study utilizes the theories of bounded rationality and consumer trust to describe the characteristics of professional,authentic,interactive,and emotional anchors.It also examines how perceived usefulness serves as an intermediary variable to condense consumer trust in the sales of live broadcast e-commerce agricultural products.In this study,800 questionnaires were distributed,693 were returned resulting in a recovery rate of 86.63%,and 635 were deemed effective with an effectiveness rate of 79.38%.Based on these findings,this paper presents the following conclusions:(1)The influence of anchor characteristics on consumer trust follows the path paradigm of anchor characteristics →perceived usefulness → consumer trust.This indicates that the professionalism,authenticity,and interactivity of anchor characteristics indirectly affect consumer trust through perceived usefulness.(2)The professionalism,authenticity,interactivity,and emotion of anchors can enhance consumer trust.(3)The professionalism,authenticity,and emotion of anchors can enhance perceived usefulness.(4)Perceived usefulness plays a mediating role in the influence of the professionalism,authenticity,and emotion of anchors on consumer trust.In terms of policy suggestions,the following should be emphasized:(1)Strengthen industry supervision on agricultural e-commerce anchors.(2)Fully utilize the characteristics of agricultural products e-commerce anchors.(3)Establish a traceability platform for agricultural products.(4)Enhance consumers’ awareness of rational shopping.