Research On The Influence Of Public Welfare Live Broadcasting On Consumers’ Purchasing Intention Of Agricultural Products

The combination of living transportation and farmers’ help will help farmers live and help affected areas and farmers produce agricultural and sideline products.With the credibility of broadcast media and public service social figures,public services have opened up a market for the use of agricultural and sideline products,saved the economic losses caused by public health emergencies or natural disasters,and opened up new income channels for poor and rural areas.However,the commonweal of public welfare projects does not reflect its commonweal.The purpose of on-site service is to help farmers sell agricultural products,and they do not need to make public advertisements or set up additional public welfare funds.The lack of innovation in the form and content of the project is a big difference between the theme and special guests.The lack of public interest participation is the lack of consumers’ public interest and the emotional and social responsibility of consumers behind the low consumption potential of agricultural products.In order to speed up the transformation of radio and television media,optimize the audience and help farmers survive in the live broadcast mode,a paper focus on consumers and be based on the theory of planned behavior.Based on the self-efficacy theory and the concept of collaborative development,the concepts of individual cognitive correlation and collaborative development concept expansion variables are defined,the research hypotheses are put forward,and the structural equation model is established.Objective to explore the relationship between consumer behavior attitude,subjective norms,perceived behavior control,individual perceived relevance and the concept of common development,as well as the impact of various variables on consumers’ purchase intention.Support public live broadcasting and help farmers.As a part of this study,the questionnaire was designed for relevant researchers and revised on the basis of smallscale analysis.A total of 406 official questionnaires were collected,22 of which were valid.0 and amos24.0-1 software,exploratory factor analysis and confirmatory factor analysis,as used to verify the reliability and validity of the study and the hypothesis of the study.The results show that:(1)In addition to the perceived behavioral control,consumers’behavioral attitudes,subjective norms,personal perceived relevance and shared development concept have a positive impact on their purchase intention of public welfare live broadcast for farmers.The impact of subjective norms to a greater extent than behavior attitude(2)personal perception correlation has a positive influence on consumer behavior attitude and subjective norm(3)the concept of Shared development view has a positive influence on consumer behavior attitude and subjective norm(4)the consumer to public welfare to help farmers live low satisfaction perceived behavior control aspects.Then,according to the Imperial Research,this paper proposals for development can be developed and model content best development proposes for farmers.