Research on the Influence of Anchor Influence on Consumers' Purchase Intention in Live Broadcast Room under the Background of Interest E-commerce

In the emerging shopping mode of interest e-commerce live streaming, anchors are the key factors influencing consumers' purchase intentions, and their personal characteristics and behaviors have a significant impact on consumer decision-making. Based on the stimulus-organism-response (S-O-R) model, this study constructed a structural equation model under the framework of influencer marketing theory to explore the internal mechanism between the various dimensions of anchor influence, consumer trust and identity, and its impact on consumers' purchase decision-making behavior. The results show that in different confidence intervals, the five dimensions of anchors' professionalism, interactivity, authenticity, popularity and innovation can significantly enhance consumers' trust and identity, and then significantly improve consumers' purchase intention. In addition, consumers' trust and recognition play a mediating role between the influence of anchors and consumers' purchase intentions. This study can enrich the theoretical discussion of consumer behavior decision-making in the live streaming environment of interest e-commerce, and provide a strategic reference for e-commerce anchors and interest e-commerce platforms.