Study On The Influence Of Fresh Agricultural Products’ Live Streaming Characteristics On Consumers’ Purchase Intention

With the rapid development of network information technology,there has been a boom in mobile live broadcasting across the country.Compared with traditional media,live streaming has been gradually explored by people due to its special attributes,which are more convenient,fast and real.The continuous development of mobile media also provides opportunities for the rapid rise of live streaming.In the online sales of fresh agricultural products,the traditional way has been presented in the form of pictures to the multidimensional interactive,real-time presentation of fresh agricultural products on the spot sales mode.This change not only increases consumers’ immersion in commodities,but also changes consumers’ choice tendency towards commodities.However,due to the perishability and other characteristics of fresh agricultural products,it presents a unique situation in the environment of online shopping.Based on this feature,based on the characteristics of fresh agricultural products live streaming e-commerce,this paper studies its impact on consumers’ purchase intention.This paper first defines the concepts of fresh agricultural products and e-commerce live broadcasting of agricultural products to be applied.Secondly,based on the purchase decision theory,risk perception theory and value co-creation theory,it constructs the model of fresh agricultural products live broadcasting characteristics on consumers’ purchase intention and puts forward the corresponding hypothesis.Questions related to the live broadcast characteristics of fresh agricultural products were extracted through interviews,and the intermediate variables and observed variables were sorted out according to relevant theories and previous studies,and the research data was collected by questionnaire survey.The available data collected in the questionnaire survey were analyzed statistically,and then the hypothesis was tested by structural equation model and mediation effect,so as to achieve the purpose of empirical analysis.The empirical results show that the four characteristics of fresh agricultural products can positively affect consumers’ purchase intention.The characteristics of fresh agricultural products livestreaming significantly affected risk perception and value co-creation.Risk perception and value co-creation played a mediating role between live streaming characteristics and purchase intention of fresh agricultural products.Based on the above conclusions,four suggestions are provided for fresh agricultural products livestreaming merchants: first,improve the service level of livestreaming platform;Second,choose more real live scenes;Third,pay attention to the needs of customers;Fourth,improve consumers’ recognition of corporate cultural values.