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In recent years, the live streaming e-commerce shopping model has been accepted and adopted by more and more consumers, and purchasing products through the live streaming room has gradually become the mainstream way of online shopping. However, while the market scale of the live streaming e-commerce continues to expand, various problems are constantly emerging in the live streaming e-commerce industry. Among them, the problems of live streaming e-commerce anchors such as exaggerating publicity, selling fake goods and so on are the most common and concerning. To a certain extent, these problems have led consumers to distrust live streaming e-commerce anchors and even the live streaming e-commerce shopping model, and their willingness to purchase live streaming products has significantly decreased, thus limiting the sustainable development of the live streaming e-commerce industry. Therefore, taking the live streaming e-commerce industry as an example, this paper takes perceived trust as the mediating variable to conduct an empirical study on the impact of facial attractiveness and moral reputation on consumers’ purchase intention. This study not only discovers the impact mechanism of facial attractiveness and moral reputation on consumers’ purchase intention, but also provides strong guidance for e-commerce live streaming enterprises to select anchors.