Research On Influencing Factors Of Live Broadcast Of Agricultural Products On Consumers’ Purchase Intention

Under the background of "national live broadcast","agricultural products + live broadcast" has quickly entered the public’s vision.This form has a profound impact on the development of agriculture in today’s society,especially the sales of traditional agricultural products.Through this form,the sales of agricultural products have broken the traditional channels and realized the direct link from the producing area to the consumers.Up to now,there have been many researches on the field of live broadcasting of agricultural products,but there are still few researches on the identification and trust of agricultural consumers as the intermediary variable.Compared with traditional livestreaming subjects such as cosmetics and clothing,livestreaming of agricultural products is more special.Therefore,relevant research is also very necessary.For the live broadcast of agricultural products,what is the essential particularity between it and the live broadcast of traditional e-commerce? How will the existence of this special type be reflected in related theories,policies and practices? How to improve the appeal of live agricultural products to consumers? What are the factors that influence consumers to choose to buy agricultural products through live shopping? How do these factors work?Agricultural products live broadcast this subdivision live field how to carry on the macro management? How to guide the sound development of this emerging model,so as to promote the revitalization of rural industries? For the above problems still need to be studied.Therefore,it is very necessary to study the influence mechanism of consumers’ purchase intention on the emerging form of live broadcast of agricultural products.On the basis of previous studies,this paper uses S-O-R theoretical model,based on customers’ relevant perception,and subdivides perceived value into five dimensions:From service dimension,quality dimension,economic dimension,social dimension and emotional dimension,the mediating role of consumers’ identification and trust between perceived value and purchase intention is studied.Meanwhile,the moderating role of anchors’ characteristics is discussed,so as to construct the influencing factor model of consumers’ purchase intention based on perceived value in livestreaming of agricultural products.According to the mature scale of relevant research fields at home and abroad,combined with the characteristics of live broadcasting environment,the questionnaire was formed.A total of 405 questionnaires were distributed,and the collected data were analyzed using software SPSS21.0 and AMOS21.0.Through theoretical and empirical research,this paper analyzes and explores the constituent factors and formation mechanism of each main category,and draws relevant conclusions,and puts forward corresponding guidance according to the conclusions,thus promoting the development of the formation mechanism of consumers’ purchase intention in theory and practice.