随着人们生活节奏的不断加快以及近年来“宅经济”的发展，速食行业进入快速发展时期，不断涌入新的品牌和产品，推陈出新多种营销模式，这给食品企业的市场营销提出了新的要求。Y食品公司是国内一家发展迅速的方便食品企业，公司紧跟时代风口，以品牌自播的形式在抖音平台进行线上营销。然而市场竞争激烈，Y食品公司直播间目前的直播营销并没有取得理想的效果，直播间转化率低的问题较为突出。如何在激烈的竞争中，提升直播间潜在消费者的购买意愿，成为Y食品公司亟需解决的重要问题。

本文以Y食品公司直播间为研究对象，通过对电商直播、食品电商、消费者购买意愿等相关文献的整理，从直播场景下的“人”“货”和“场”三个维度提炼出主播知名度、主播互动性、直播间活跃度、直播间娱乐性、商品内容质量、商品优惠力度六个影响消费者购买意愿的关键因素，基于精细加工可能性模型，将因素划分为中枢路径和边缘路径，引入价值感知和积极情绪唤起作为中介变量，构建了Y食品公司直播间消费者购买意愿分析模型。然后通过问卷设计、验证、发放等，回收了407份有效问卷的数据，采用结构方程模型验证了主播知名度、主播互动性、直播间活跃度和直播间娱乐性在积极情绪唤起的中介作用下对消费者购买意愿具有正相关影响，商品内容质量、商品优惠力度在价值感知的中介作用下对消费者购买意愿具有正相关影响。最后，基于数据结果剖析出影响直播间消费者购买意愿的原因，提出Y食品公司直播间消费购买意愿提升的策略，为Y食品公司赢得潜在消费者，改善直播营销效果，提升竞争优势。

With the continuous acceleration of people's pace of life and the development of the "home economy" in recent years, the fast food industry has entered a period of rapid development, constantly influx of new brands and products, and the emergence of various marketing models, which has put forward new requirements for the marketing of food enterprises. Y Food Company is a fast developing convenience food enterprise in China. It keeps up with the times and carries out online marketing on the Tiktok platform in the form of brand self broadcast. However, due to fierce market competition, the current live streaming marketing of Y Food Company's live streaming room has not achieved ideal results, and the problem of low conversion rate in the live streaming room is more prominent. How to enhance the purchasing willingness of potential consumers in the live streaming room in the fierce competition has become an important issue that Y Food Company urgently needs to solve.

This article takes the fast food live streaming room of Y Food Company as the research object. Through organizing relevant literature on e-commerce live streaming, food e-commerce, and consumer purchase intention, based on a fine processing possibility model, six key factors affecting consumer purchase intention are extracted from the three dimensions of "people", "goods", and "venue" in the live streaming scene, including anchor awareness, interactivity, livestream activity, entertainment, product content quality, and discount strength, From the perspectives of cognition and emotion, key factors were divided into central and peripheral pathways, and value perception and positive emotional arousal were introduced as mediating variables to construct a factor model of consumer purchase intention in Y Food Company's live streaming room. Then, through questionnaire design, validation, and distribution, 407 valid questionnaire data were collected. Structural equation modeling was used to verify that anchor awareness, anchor interactivity, livestream activity, and livestream entertainment have a significant positive correlation with consumer purchase intention under the mediating effect of positive emotional arousal. Product content quality and product discount strength are significantly positively correlated with consumers' purchase intention under the mediating effect of value perception. Finally, based on the conclusions drawn from the data analysis, this paper puts forward the strategy of increasing the consumption and purchase intention of Y Food Company in the broadcast room, providing reference suggestions for Y Food Company to enhance its competitive advantage, win potential consumers and promote the sustainable development of the enterprise.

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