The Influencing Factors of Influencer on Consumers' Purchase Intention in Live Marketing

With the development of network technology, live marketing has emerged, gradually turning from entertainment live broadcasting to commodity sales, becoming the new darling of e-commerce. Its features include two-way interaction, high accuracy, low cost, rich content and wide audience. Influencers play a central role in live marketing, promoting sales through product presentation, enhanced interaction, content creation and atmosphere. This paper analyzes the influence of influencers' image, reputation, professionalism and popularity on consumers' purchase intention. The management of influencers is discussed to ensure the stability and efficiency of live marketing.