The ability of influential influencer to have a large number of fans in Chinese personal broadcasting is an important factor affecting the purchase of products by users using personal broadcasting. Therefore, in this study, we want to look at the relationship between the nature of China's private broadcasting influencer and the user's intention to purchase it. The purpose of the study is to define the concepts of attributes, personal broadcasting, and purchasing intentions of influencer in China, extract factors, propose measurement questions based on them, verify the relationship between the nature of influencer and the intent of purchase in China, and derive results. The research method established research models and hypotheses and conducted surveys to verify them. And the collected data used the IBM SPSS25.0 statistical package to validate the hypothesis in a simple regression manner. Research has shown that expertise, reliability, and attractiveness in the nature of influencer in China have affected the purchasing intentions of individual broadcasting users. In addition, from a demographic point of view, the impact on the relationship between the nature of China's private broadcasting influencer and the intention of the user's purchase could be derived. The conclusion was that the impact of expertise on the nature of influencer, which operates Chinese personal broadcasting, was based on experience, because information or messages provided by influencer, which conducted objective and unbiased broadcasting, were convincing, and that influencer's attractive appearance and friendly speech or comments had a positive influence.