Study on the Influence of Agricultural Products Anchor Characteristics on Users' Purchase Intention under the Mode of Rural Live Broadcasting

In the rural live broadcast mode, users' purchase intention will be greatly affected by the user's perceived value, and this paper aims to clarify the impact of the characteristics of agricultural product anchors on users' purchase intention from the perspective of rural live broadcast development. This paper puts forward research hypotheses around the accountability, interactive quality, speciality and popularity of anchors, establishes structural equation models, designs questionnaires and scales, distributes questionnaires through the platform, and selects 220 valid questionnaires from 500 questionnaires, and uses AMOS22.0 for statistical analysis and hypothesis testing. It is found that the user's purchase intention is influenced by the anchor's accountability, and the anchor's popularity plays an intermediary role between the anchor's interactive quality, speciality and user's purchase intention. Enhancing the anchor's professionalism, interactivity and popularity is the most direct and effective way to enhance the user's purchase intention. Improving the performance of live broadcast requires the anchor to continuously strengthen its own ability, create the anchor personnel and enhance its popularity.