Research On The Influence Of Anchor Characteristics On Consumers’ Willingness To Buy Regional Brand

With the rapid development of the Internet and the diversification of e-commerce platform functions,e-commerce live broadcasting has gradually become a hot topic of academic research.In 2016,Mushroom street launched a live streaming function,which was later adopted by Taobao,Trill,Well quickly and other apps.Under the trend of network broadcast,while expanding the circulation channels of agricultural products,it is also of great significance to strengthen the promotion and publicity of regional brands of agricultural products and promote the optimization and upgrading of industrial structure of regional brands of agricultural products.Especially under the impact of the epidemic,e-commerce livestreaming has gradually become an effective means to alleviate outstanding problems such as unsalable agricultural products.As an important role in e-commerce live broadcast,anchors play a vital role in it and become a bridge between businesses and consumers.At present,there are few studies from the perspective of anchor characteristics to explore its influence on consumers’ purchase of regional brand agricultural products,and because the e-commerce live broadcast marketing model has only appeared in the field of regional brand agricultural products for a short time,the research results still need to be improved.In this context,this paper takes the characteristics of anchors in the live broadcast of domestic mainstream e-commerce platforms as independent variables,and draws on the "stimulus-body-response" model to explore whether regional brand identity has a mediating effect between the characteristics of anchors and consumers’ purchase intentions.Whether platform trust has a moderating effect between regional brand identity and consumers’ purchase intention.In this paper,the scale of former people is used as a reference,and the questionnaire design is combined with the characteristics of regional brand agricultural products.The data was collected through questionnaire survey,and excluding invalid questionnaires,555 valid questionnaires were collected,and SPSS23.0software was used to test the data empirically.The results show that various dimensions of anchor characteristics will positively affect the formation of consumers’ purchase intention;anchor characteristics have a significant positive impact on consumers’ purchase intention through regional brand identity,that is,regional brand identity as an intermediary variable has a positive impact on anchor characteristics.It plays a role in the process of consumer purchase intention;platform trust has a moderating effect between regional brand identity and consumer purchase intention.According to the research results,combined with the current situation of regional brand agricultural product marketing,it provides new enlightenment on how to promote agricultural product regional brand building and agricultural product marketing through e-commerce live broadcast.The anchor plays an important role in the live broadcast.Therefore,this article suggests that the anchor should develop in a diversified way,and in order to better explain the product information,they should strengthen their professional level and enhance the popularity of the regional brand of agricultural products,so as to improve the regional brand recognition of consumers.At the same time,e-commerce live broadcast platforms should give full play to their functions as platform service providers and supervisors,ensure the quality of agricultural products,green the live broadcast environment,and enhance consumer stickiness.