Research on the Influencing Factors of Consumers’ Continuous Purchase Intention of Agricultural Products under E-commerce Live Streaming Mode

Yingzhen Wu, Ping Zhu and Qiancheng Ma ()
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Yingzhen Wu: Chengdu University of Information Technology
Ping Zhu: Chengdu University of Information Technology
Qiancheng Ma: Shanghai Business School

A chapter in Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025), 2025, pp 421-428 from Springer

Abstract: Abstract The purpose of this paper is to explore the influencing factors of consumers’ sustained purchase intention of agricultural products under the e-commerce live streaming mode. Based on the SOR theory, a theoretical model was constructed, in which the features of agricultural products e-commerce live broadcasting were regarded as stimuli, consumer satisfaction and trust as organismic responses, and sustained purchase intention as behavioral responses. Data were collected by questionnaire method, and SPSS and AMO software were used for reliability test, validation factor analysis and model hypothesis test. The results show that factors such as product quality, price concessions, authenticity, visibility, entertainment, interactivity and public welfare affect consumers’ satisfaction and trust and thus their continued purchase intention by influencing their satisfaction and trust, Accordingly, the countermeasures are proposed.

Keywords: Live E-commerce; Agricultural Products; Purchase Intention (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-734-2_49

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DOI: 10.2991/978-94-6463-734-2_49

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