Research On The Impact Of Live Broadcast Of Agricultural Products On Consumers’ Purchase Intention In The Post-epidemic Era

The COVID-19 pandemic has caused a large number of unmarketable agricultural products,hindering the high-quality development of the agricultural economy.In this context,live broadcast of agricultural products,which promoted the sale of agricultural products,emerged and gained rapid development in recent years.Therefore,in the post-epidemic era,how to use live broadcast of agricultural products to promote the sale of agricultural products and high-quality development of the rural economy has become a significant realistic topic.At present,there are few studies on live broadcast of agricultural products in the academic circle.Although the research results on e-commerce livestreaming are very fruitful,few scholars have conducted special studies on live broadcast of agricultural products.There are big differences in marketing mode,anchor,and audience between live broadcast of agricultural products and e-commerce livestreaming mainly focusing on clothing and cosmetics.Therefore,specialized research on live broadcast of agricultural products is extremely urgent.What are the fundamental differences between live broadcast of agricultural products and e-commerce livestreaming? What is the substantive impact of this difference on theoretical development and policy practice? How can live broadcast of agricultural products promote consumers’ purchase intention? What are the influencing factors? What is the mechanism of these influencing factors on consumers’ purchase intention? How to guide and manage live broadcast of agricultural products to promote sales of agricultural products and high-quality development of the rural economy? Till now,academia has not well answered all the questions above.Accordingly,exploring the influence mechanism of live broadcast of agricultural products on consumers’ purchase intention in the post-epidemic era has become an urgent theoretical topic in academia(especially in the field of marketing and consumer behavior).Based on relevant research results at home and abroad,the mixed research method combining qualitative research and quantitative research was adopted to explore the influence mechanism of live broadcast of agricultural products on consumers’ purchase intention in the post-epidemic era.Firstly,in the qualitative research stage(exploratory research),this paper gathers primary data through in-depth interviews.Through open coding,axial coding,and selective coding,the three operating procedures of grounded theory,this paper theoretically analyzes stimulus factors,organism factors,and situation factors of influence mechanism of live broadcast of agricultural products on consumers’ purchase intention in the post-epidemic era,explores the core categories and its constituent factors of this mechanism and the interrelationships and paths of action among the core categories.The influence mechanism model is also constructed.Secondly,in the quantitative research stage(confirmatory research),large sample data were obtained through a questionnaire survey.After descriptive analysis,homology bias test,and reliability and validity analysis,this paper verifies the direct effect hypothesis,mediating effect hypothesis,and moderating effect hypothesis through structural equation model analysis,Bootstrap analysis,and regression analysis.Finally,the conclusions of qualitative and quantitative research in this paper are summarized,and the suggestions to improve consumers’ purchase intention in the context of live broadcast of agricultural products in the post-epidemic era are proposed from three aspects of stimulus factors,organism factors,and situation factors.Through theoretical and empirical research,this study constructs the mechanism model of the influence of live broadcast of agricultural products on consumers’ purchase intention in the post-epidemic era.This model not only reveals the relationship between the six main categories of agricultural product attributes,anchor characteristics,supply-demand matching,consumer perception,after-sales service quality,and consumers’ purchase intention,but also explores the constituent factors and formation mechanism of each main category,and develops the theoretical framework of consumers’ purchase intention.It has important theoretical and practical guiding significance to explore the formation mechanism of consumers’ purchase intention in the context of live broadcast of agricultural products and proposes specific countermeasures and suggestions to improve consumers’ purchase intention in the live broadcast of agricultural products..