The Success Factors Of E-commerce Live Broadcasting Of Agricultural Products

Since the implementation of a series of poverty alleviation and development measures in our country,remarkable results have been achieved.With the emergence of “Internet +”,e-commerce poverty alleviation has become an important means of poverty alleviation activities,and agricultural e-commerce live broadcast as a new type of e-commerce poverty alleviation mode,also effectively help farmers to increase income,effectively help the poverty alleviation work.In the rapid development of live broadcasting,agricultural products live e-commerce shows its unique advantages,which brings a new breakthrough for poverty alleviation,and puts forward new solutions to the problem of agricultural products sales difficulties.So,how to effectively use the new mode of live e-commerce of agricultural products to link farmers and consumers is worthy of our in-depth exploration.This paper puts forward that the constituent elements of e-commerce live broadcast of agricultural products are”people,objects and fields”,and collects data through questionnaires and data grabbing in the front part of big data platform.Analyzes the influencing factors from the four aspects of hosts,consumers,agricultural products and live broadcast platforms.This paper focuses on the analysis of the influencing factors of live broadcast with ordinary farmers as the main body.By introducing customer perceived value and using SOR model to analyze the influencing factors of consumer satisfaction,it is concluded that functional value,emotional value and social value have a positive impact on consumer satisfaction,and farmers in live broadcast.It is necessary to pay attention to the needs of consumers ’ emotion and social identity while ensuring the real quality of products,so as to reduce consumers ’risk perception.In terms of the selection of agricultural products,products with local characteristics are selected,and the rural living culture can be introduced around the products during live broadcasting.In terms of the selection of live broadcasting platforms,this paper lists the characteristics of each platform,and recommends farmers to live in the production areas with rural characteristics by combining the questionnaire data.According to their own characteristics,this paper selects Taobao,Pinduoduo,Tik Tok and Kuaishou platforms.Through research,it is hoped that a complete set of operation mode of live broadcast of agricultural products can be constructed for ordinary farmers,which can help farmers to increase income and provide help for poverty alleviation and rural revitalization.