关键词: 主播崇拜, 感知信任, 认同感, 消费者购买意愿

Abstract: With the continuous advancement of internet technology, live commerce has emerged as one of the mainstream ways of online shopping. The anchor's proficiency in promoting products significantly influences the revenue generated from live streams. In light of this, the study adopts empirical research methods, using Para-social Interaction (PSI) as the theoretical foundation. It investigates the impact of anchor worship on consumer purchase intentions and its underlying mechanisms, with perceived trust and identification serving as mediators. Analysis of 478 valid questionnaire responses was conducted using SPSS software, and structural equation modeling was performed with AMOS software to test the relationships. The findings reveal that anchor worship, perceived trust, and identification significantly affect purchase intentions. Both perceived trust and identification mediate the relationship between anchor worship and consumer purchase intentions. Furthermore, by integrating worship theory into the analysis of consumer purchase intentions, this research broadens the scope of consumer behavior studies.

Key words: anchor worship, perceived trust, identification, consumer purchase intention