Pengfei Bai
ABSTRACT
With the rapid development of agricultural e-commerce, many platforms have started the live stream of agricultural e-commerce, which has become a new model for the development of agricultural e-commerce. Based on the S-O-R (stimulus-organism-response) model, this paper builds a model of influencing factors of purchase intention of agricultural products in the mode of "direct-broadcast e-commerce". By using confirmatory factor analysis and structural equation modelling technique through survey data, the following conclusions were drawn: presenter value has a significant positive influence on perceived trust and purchase intention. Live stream value has a significant positive influence on consumers' purchase intention. Product value has a significant positive influence on purchase intention. Perceived trust has a significant positive influence on purchase intention. It is suggested to cultivate excellent online celebrity presenters, innovate live stream gameplay and select high-quality products as important strategies to promote the development of live stream e-commerce of agricultural products.
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Index Terms
- Research on the Influencing Factors of Consumers' Purchase Intention of Agricultural Live Stream E-commerce Based on SOR Model
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