Research on the Influence of Anchor Characteristics on Consumers' Impulse Purchase Intention in E-commerce Livestreaming

（1.Institute of Business Administration，Henan University，Kaifeng 475000，Henan，China；2.Business School，Henan

University，Kaifeng 475000，Henan，China）

Abstract：When consumers watch e-commerce livestreaming，they will have an immersive and pleasant experience through the featured explanations of the anchors，and will have trust in the anchors and products，which will lead to impulse purchases intention. Based on the SOR model，combined with flow theory and perceived trust theory，the characteristics of e- commerce anchors are divided into four dimensions：professionalism，attractiveness，interactivity and popularity，and the mediating mechanism of flow experience and perceived trust between e- commerce anchors and consumers' impulse purchase intention is explored. The data is collected through questionnaire survey ，and statistical analysis and path hypothesis test is carried out by SPSS and Amos software. The results show that the flow experience plays an intermediary role between the anchor ’s interactivity，attractiveness and consumers’impulsive purchase intentions. Perceived trust plays an intermediary role between the professionalism，interactivity，popularity of the anchor and the consumer's impulse purchase intention. Moreover ，the mediating effect of flow experience and perceived trust between anchor attractiveness and impulsive purchase intention is significantly different，and the mediating effect of flow experience is greater than that of perceived trust. The anchor can formulate his livestreaming style that suits him according to his own characteristics ，consumer needs and product needs. By improving attractiveness and interactivity，consumers can gain the flow experience ；and by improving professional knowledge and professional skills，while striving to increase popularity，we should also pay attention to the interaction with consumers ，so as to enhance consumers' perceived trust of anchors and products. At the same time ，consumers can intuitively understand more about their reactions when watching the livestreaming，so as to keep their heads clear，rationally place orders and consume according to their actual needs and product quality.

Key words：e-commerce anchor characteristics ；flow experience；perceived trust；impulse purchase intention