In The Research Of Agricultural Product Live Broadcast And Cargo Mode

Along with socioeconomic and technological developments,China’s agriculture has been upgrading to maintain the equilibrium between agriproduct demand and supply.By virtue of the Internet and the 5G technology,e-commerce live-streaming platforms such as Taobao,Pinduoduo and Kuaishou have largely solved the key problem of agriproduct sales,with live-streaming sales promotion as the main mode of agriproduct sales in China.This paper researched consumer purchase intention under the live-streaming sales promotion for agriproducts in light of ABC attitude and SOR theoretical models;therein,the SOR theoretical model was used to explain relevant consumer behaviors and explore the online-shopping trend in the Internet era.Under the aforesaid background,this paper systematically analyzed the factors that influence consumer purchase intention under live-streaming sales promotion for agriproducts and researched the mediating variables of “cognition and affect” attitudes to link consumer purchase intention with the mode of live-streaming sales promotion,thus supporting relevant research assumptions and model analyses;systematically analyzed the factors that influence the purchase intentions of different consumer groups under live-streaming sales promotion,and adopted the “cognition and affect” in the consumer-attitude theory as the mediating variables to link live-streaming sales promotion with consumer purchase intention,thus supporting relevant research assumptions and model constructions;then,by focusing on the SOR model,constructed a theoretical analysis model that comprises: independent variables including the program host/hostess professionalism,live-streaming information quality,external stimuli or incentives,and host-consumer interacting experience;the mediating variables that are agriproduct consumers’ “cognition and affect”;one dependent variable that is the consumers’ purchase intention.In addition,the paper made 22 research assumptions and relevant questionnaires;specifically,the formal questionnaires were issued after 27 preliminary questionnaires had been returned and confirmed in their reliability and validity.In the light of 498 valid questionnaires that were returned,relevant data were imported into the SPSS26.0 for reliability and validity analyses,regression analysis,and mediating effect analysis;on that basis,the paper researched what factors can influence consumer purchase intention under live-streaming sales promotion,how such key factors induce or generate consumer impulse purchase,and how the live-streaming sales promotion influences consumer purchase intention.The research results herein can guide agriproduct enterprises in terms of their marketing strategies and operating modes,and meanwhile not only broaden the thought on live-streaming sales promotion for agriproducts but also enrich the study on consumer purchase intention.