With the in-depth development of the digital economy， live streaming e-commerce represented by the Douyin platform has become a core engine driving consumption growth. This paper explores the influence mechanism of anchor characteristics on consumers'' purchase intention in live streaming e-commerce to boost consumption growth. Based on the stimulus-organism-response （SOR） theory， the FACT+S operation framework officially proposed by Douyin E-Commerce is introduced and transformed into the mediating path of consumers'' psychological perception. Meanwhile， the concept of the "E-Commerce Live Streaming Flywheel Effect" is conceptualized to explore its moderating role in the SOR path. On this basis， a theoretical model is constructed， research hypotheses are proposed and an empirical analysis is conducted. The results show that anchor characteristics have a significant positive impact on both consumers'' purchase intention and their perceptions under the influence of FACT+S. Moreover， the flywheel effect exerts a certain moderating role in the influence paths of both anchor characteristics and consumers'' perceptions on purchase intention.