| With the advent of the digital age and the upgrading of the Internet,information and communication technology,the traditional sales model of agricultural products has gradually shifted to the e-commerce sales model.On the one hand,traditional sales models of agricultural products pose serious obstacles to the development of their industry due to their long production cycle,short storage time,and difficult logistics transportation;On the other hand,with the change of people’s living habits,the popularity of mobile communication devices allows consumers to use fragmentation time to purchase goods.Under this opportunity,the new product marketing model of live streaming with goods has paved a new path for expanding the sales channels of agricultural products and promoting China’s solution to the "three rural" problems.Therefore,exploring the influencing factors of consumers’ willingness to purchase agricultural products in live streaming scenarios and proposing corresponding solutions is of great significance for promoting the development of the agricultural product industry and better meeting the diverse needs of consumers.This article extensively reviewed and sorted out relevant literature both domestically and internationally.Based on the S-O-R theory,a research model was constructed using social presence factors,reference factors,product characteristics factors,promotion factors,and condition factors as independent variables,perceived value as intermediate variables,and consumer willingness to purchase agricultural products as dependent variables.A survey questionnaire was developed based on mature scales from research literature by scholars in relevant fields,combined with the situational characteristics of live streaming sales.During data collection,500 survey questionnaires were distributed and 421 were collected,including 345 valid questionnaires.In empirical research,descriptive statistical analysis,confirmatory factor analysis,correlation analysis,and structural equation regression analysis were conducted on the data using the statistical analysis software SPSS 22.0.The study found that:(1)reference factors,product feature factors,promotion factors,and condition factors directly affect consumers’ purchase intention,showing a positive correlation with them.Social presence factors have no direct impact on purchase intention.Among them,the promotion factor has the highest impact,indicating that in the live streaming sales scenario,consumers are more likely to be attracted by factors such as price discounts or benefits to purchase agricultural products;(2)Five independent variables,namely social presence factor,reference factor,product feature factor,promotion factor,and condition factor,have a positive impact on perceived value.Among them,reference factor has the most significant impact,and perceived value can positively affect consumers’willingness to purchase agricultural products;(3)Perceived value has a mesomeric effect between social presence factor,reference factor,product feature factor,promotion factor,condition factor and consumers’ willingness to purchase agricultural products.Among them,the reference factor has the highest impact on perceived value,while the promotion factor has the smallest impact.This result indicates that there is an important connection between the reputation of agricultural product merchants and consumers’ perceived value of agricultural products,ultimately affecting their purchasing intention.Based on the above research conclusions,this article proposes the following suggestions based on actual situations:(1)building agricultural product brands;(2)selecting platforms with high matching ability;(3)optimizing the anchor team structure;(4)selecting suitable products can help agricultural product merchants understand consumers’purchasing psychology to a certain extent,providing a reference for them to better carry out agricultural product sales in the context of live streaming sales... |
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