Abstract
In recent years, the live broadcast industry has been booming, but some anchors have realized that their images are not consistent with the images of recommended products, which will affect consumers' purchasing intentions. This paper takes consumer perception as the theoretical basis to construct a hypothesis model and takes situational experiment as the research method. Finally, the conclusion is drawn that the inconsistency between anchor image and product image will have a negative effect on consumers' purchase intention, and consumers' perception of anchor professionalism and perceived product reliability play a mediating role between the two. The text puts forward a new explanation mechanism in theory, and has some enlightening effect on the selection of anchor team in practice.
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