Navigating the Chinese purchase intent in fresh agricultural product live streaming: anchor features, perceived risk and consumer confidence

Purpose The burgeoning realm of live streaming for fresh agricultural products in China presents both opportunities and challenges, with anchor features emerging as a pivotal factor influencing audience purchase intent. This study examined the impact of anchor features on perceived risks and purchase intention of users as well as tested the role of consumer confidence as a moderator. Design/methodology/approach Utilizing a rigorous quantitative methodology, this cross-sectional study explores the intricate dynamics shaping consumer behavior in the live-streaming milieu. Data were collected through the Tencent questionnaire and analyzed using SPSS v.27 and SMARTPLS4.0. Findings Findings underscore the significant impact of anchor features on purchase intention, with attributes like attractiveness amplifying consumer interest. However, perceived risk operates as a mediating variable, attenuating the positive influence of anchor features. Research limitations/implications This study advocates for strategic anchor selection, content quality enhancement and risk mitigation measures to ensure the long-term sustainability of the industry. While offering valuable insights, the study acknowledges limitations inherent in its methodology and calls for future research endeavors to broaden perspectives and deepen comprehension within this burgeoning sector. Originality/value This research contributes to advancing scholarly understanding and guiding industry stakeholders toward informed decision-making in the evolving landscape of live streaming in China’s agricultural domain, particularly in terms of the determination of anchor features that significantly shape users’ perceived risks and purchase intention.