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.