基于实体性理论和认知双系统理论，本研究探讨了主播组合类型对消费者购买意愿的影响机制及其边界条件。通过3项情景实验研究发现：①主播组合类型与产品类型的交互作用显著提升消费者购买意愿，其中不同类型的主播组合推荐搜索品、同一类型的主播组合推荐体验品对消费者购买意愿产生显著影响；②信息加工流畅性在主播组合类型与产品类型交互效应中发挥了中介作用。本研究不仅丰富了群体主播组合的理论研究范畴，还为企业在新技术渗透背景下优化直播资源配置提供了重要的营销启示。

Based on the theory of entity and the cognitive dual system theory, this study explores the mechanism and boundary conditions of the influence of anchor combination types on consumers' purchase intention. Through three situational experiments, two conclusions are drawn. Firstly, the interaction between the type of anchor combination and the type of product significantly improves consumers' purchase intention. Among them, different types of anchor combination recommend search products and the same type of anchor combination recommend experience products have a significant impact on consumers' purchase intention. Secondly, information processing fluency plays an intermediary role in the interaction effect between anchor combination type and product type. This study not only enriches the theoretical research scope of group anchor combination, but also provides important marketing enlightenment for enterprises to optimize the allocation of live broadcast resources under the background of new technology penetration.