Study On The Factors Affecting The Development Level Of E-commerce Live Broadcast Of Agricultural Products In The Post-epidemic Era

In the report of the 19th CPC National Congress,the Party pointed out that the fundamental issue related to the national economy and people’s livelihood is the problem of agricultural and rural farmers,and the top priority of the work of the whole party is to solve the problems of agriculture,rural areas and farmers,and it is necessary to implement the strategy of rural revitalization.General Secretary Xi’s speech put forward specific requirements for the full implementation of the rural revitalization strategy,reflecting the country’s importance to rural development.The e-commerce of agricultural products based on "Internet +" is one of the important ways to develop rural areas and realize rural revitalization.In the past ten years,China has made a very rapid development in the Internet industry,and various industries have been getting faster and better development with the help of the Internet.The marketing development model of "Internet +" has been paid more and more attention by the market.Since the outbreak of the epidemic in 2020,the emerging "contactless" consumption model has also led to the rapid development of agricultural e-commerce,effectively helping to optimize and upgrade the agricultural industry chain and solve the problem of unsalable fresh agricultural products.With the development of the emerging short video platform,agricultural products through the short video platform e-commerce live broadcast has jumped to a new level,gradually into the line of sight of the majority of consumers,breaking through the barriers between producers and consumers,forming a good supply and marketing system.The good feedback of the market reacts on the development of the production side,which promotes the continuous development of live e-commerce of agricultural products.In the context of the epidemic,with the rapid development of e-commerce of agricultural products,online shopping has become the mainstream consumption mode of consumers.The immersive experience of live shopping continues to improve the rate of online shopping,and has a profound impact on consumers’ daily life.This paper mainly reviews and summarizes the domestic and foreign scholars’ research on agricultural product e-commerce development,agricultural product live broadcast operation research,e-commerce operation research considering consumer satisfaction and agricultural product e-commerce live broadcast development research under the rural revitalization.The questionnaire survey is used to collect consumers’ evaluation of the influencing factors,and then verify the relevant assumptions of the influencing factor model,and get the propaganda factors,industrial factors,consumer factors have a significant positive impact on the development level of agricultural product e-commerce live broadcast,and other factors affect the development level by acting on consumer factors.According to the research conclusions,this paper provides corresponding suggestions from the aspects of publicity,industry and consumers,so as to provide scientific decisions for businesses to choose the mode of live broadcast operation of agricultural products e-commerce.