Compared with the traditional marketing model, the live broadcast marketing model increases the role of the anchor, making it a research hotspot. Based on different types of products and different anchor modes, the impact on consumers' psychology and behavior is the focus of this paper. Through two standard experiments, spss22 0 statistical analysis found that: (1) for functional products, entertainment anchor mode significantly improves consumers' emotional identity; at the same time, it

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... icantly reduces consumers' authority identity and knowledge identity; (2) for functional products, knowledge-based anchor mode significantly enhances consumers' authority identity and knowledge identity, and significantly reduces consumers' emotional identity; (3) In the functional product scenario, knowledge identity, authority identity and emotional identity all have a positive impact on consumers' continuous purchase intention.