How Consumers’ Identity with the anchor Influence Purchase Intention? – A Case study on Beauty Products

Live Commerce is one of the most popular forms of e-commerce. In the live broadcasting room, anchors interact with consumers around the commodities and influence their purchase intention. This research takes beauty products as a case to explore how consumers’ perception of anchors affects their purchase intention. 286 valid samples were collected in the questionnaire survey and the data was analyzed by SmartPLS 2. It was found that anchor identity can significantly affect consumers’ purchase intention and adjust the impact of perceived value on purchase intention, but it has no significant effect on the impact of perceived risk on purchase intention. It can be seen that a high sense of identity with the anchor can influence consumers’ purchase intention positively in the live broadcasting.