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In recent years, with the improvement of residents' living standards, "foodie" has gradually become a new character label. People like to try a variety of delicacies and share them on social media in their leisure time. It seems that sharing treats and punching in delicacy is becoming a new fashion lifestyle. Due to the popularization of the Internet + technology, online shopping, and the live broadcast economy come into view with a brand-new format. The host vividly explains and promotes products to consumers while consumers ask the host about the details of the product through the dialog box. By watching the live broadcast and ordering food online, it breaks through the limitations of time and geography, and not only brings great value of sales and profitability to the merchants, but also brings great convenience to consumers at the same time, making the shopping process full of entertainment and interaction. Consumers' willingness to buy is affected by a variety of external factors. This article mainly studies the factors that affect consumers' desire to purchase food in the live broadcast room. Based on the SOR model, the influencing factors are divided into reward mechanism and anchor influence. We introduce the perceived value and emotional identity of intermediate variables, use SPSS software to process the data collected by the questionnaires, and finally draw conclusions and make recommendations.
Wei Zhang (Fri,) studied this question.