The Effects of Live-streaming Commerce Anchor Attributes on Perceived Value and Purchase Intention: Focusing on Chinese Agricultural Market

Purpose: Due to the impact of the COVID-19, the sales of agricultural specialties have been hampered, and live streaming commerce has developed in tan dem to provide a chan n el for the sales of agricultural specialties. With the impetus of government policy and market, live streaming + e-commerce has become a new model for the sales of agricultural specialties. This study explores the influence of anchor attributes on the perceived value and purchase intention of agricultural specialties in the live-streaming commerce environment and tries to propose the development of live-streaming commerce of agricultural specialties under the epidemic. Research design, data, and methodology: This study conducted a questionnaire survey of consumers who had purchased agricultural products through live streaming e-commerce. Finally, the survey results of 719 consumers were analyzed using SPSS23.0 and AMOS23.0 on reliability and validity analysis, correlation analysis, path analysis, and mediating analysis. Results: The results of this study show that - first, the professionalism of the anchor has a positive effect on purchase intention and an insignificant effect on the emotional value and perceived risk. Second, the interactivity, entertainment, and trustworthiness of anchors have insignificant positive effects on purchase intention. Third, the mediating effect of perceived emotional value and perceived risk between anchor attributes and purchase intention is significant. Perceived value partially mediates between anchor’s professionalism and purchase intention, while it fully mediates between anchor’s interactivity, entertainment, trustworthiness, and purchase intention. Implications: To better attract consumers to buy agricultural products through live streaming commerce, e-commerce companies should commit to building professional live streaming teams, training anchors, improving their professionalism, and optimizing live streaming content in a consumer-oriented manner. Platforms and relevant departments should also raise the market access threshold, strengthen market supervision, and investigate and deal with behaviors that harm consumers’ legitimate rights and interests.