基于我国互联网相关的基础设施的逐步完善及庞大的网民基数，网络直播电商快速发展，并成为当下网民的一种流行的消费方式。直播相较于传统电商渠道，具有许多明显的优势，例如购物体验更丰富、产品展示更生动、顾客情感共鸣更强。在这些优势下，与传统电商相比，直播间售卖商品的转化订单率和客户复购率更高。许多知名人士、网络红人、公司以及普通人都意识到了这个机会，并开始在网络上进行直播。然而，并非所有直播都能达到预期的效果，有些反而还削弱了平台或主播的公信力。究竟什么样的主播更适合于直播电商，一直是各平台急于探究的问题。

过往的学者关于电商直播与购买意愿的研究多近些年研究者主要围绕影响直播间购买意愿的直播间活动设置、直播间弹幕等因素展开了大量的研究，但随着电商直播形式的丰富化，多种多样精心设计的直播间，需要通过主播来达成直播间设计者的构想，因此主播成为在直播间中展示产品与服务、影响消费者决策的关键要素。随着各平台电商直播业务的快速发展，直播间的数量快速增加，服务于直播间的主播水平也参差不齐，各电商公司对于如何选择主播缺乏一套相对标准化的主播能力模型，本研究期望得到一套完整的电商主播甄选策略以及电商公司对主播进行培养训练的理论体系。

本研究采用了在线问卷调查，并运用SPSS26对样本数据进行了可靠性和有效性分析，以及回归分析，以验证本研究的研究假设。研究发现，主播的专业性、吸引性和互动性对直播间顾客购买意愿均有着积极的影响。此外，心理距离在主播特征与顾客购买意愿之间起着中介作用。本研究的结果可以丰富和完善顾客购买意愿的相关理论，并为商家制定直播主播甄选策略提供参考。

Based on the gradual improvement of China's internet-related infrastructure and its vast user base, live streaming e-commerce has developed rapidly and become a popular consumption method among current netizens. Compared to traditional e-commerce channels, live streaming has many obvious advantages, such as richer shopping experiences, more vivid product presentations, and stronger emotional resonance with users. With these advantages, the conversion rate of orders and customer repurchase rate for products sold in live streaming rooms are higher than those in traditional e-commerce. Many well-known figures, internet celebrities, companies, and ordinary people have recognized this opportunity and have started to broadcast live on the internet. However, not all live broadcasts can achieve the expected effects, and some even weaken the credibility of the platform or the host.

What kind of host is more suitable for live e-commerce has always been a question that various platforms are eager to explore.

In the past, scholars have conducted a lot of research on the relationship between e-commerce live streaming and purchase intention. In recent years, researchers have mainly focused on the live room activities and the bullet screen in the live room that affect the purchase intention, and have carried out a lot of research. But with the enrichment of the form of e-commerce live streaming, a variety of well-designed live rooms need to be achieved through the host to realize the designer's vision. Therefore, the host has become a key element in the live room to display products and services and influence consumer decisions. With the rapid development of e-commerce live streaming business on various platforms, the number of live rooms has increased rapidly, and the level of hosts serving in the live rooms is uneven. E-commerce companies lack a relatively standardized model for host capabilities, and this study hopes to obtain a complete strategy for selecting e-commerce hosts and a theoretical system for companies to train their hosts.

This study adopted an online questionnaire survey and used SPSS26 for reliability and validity analysis of the sample data, as well as regression analysis, to verify the research hypotheses of this study. The study found that the professionalism, attractiveness, and interactivity of the host have a positive impact on the customer's purchase intention in the live room. In addition, psychological distance plays a mediating role between the host's characteristics and customer purchase intention. The results of this study can enrich and improve the relevant theories of customer purchase intention and provide a reference for businesses to formulate strategies for selecting live streaming hosts.