A COMPREHENSIVE RESEARCH ON THE INFLUENCE OF LIVE STREAMING SALES OF FRESH AGRICULTURAL PRODUCTS ON CONSUMERS' PURCHASE INTENTIONS

Abstract

In response to the rapid growth of live-streaming e-commerce and its transformative impact on agricultural product marketing, this study investigates how live-streaming sales of fresh agricultural products influence consumers' purchase intentions through the mediating role of perceived value. Targeting Chinese consumers who have purchased fresh agricultural products via live streaming within the past six months, a structured questionnaire survey was conducted, yielding 415 valid responses. The study employed SPSS 26.0 and AMOS 24.0 for data analysis, utilizing Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) to rigorously test the proposed theoretical framework.The results reveal that four key attributes of the live-streaming scenario—anchor charm, professionalism, interactivity, and spatial presence—significantly enhance consumers’ purchase intentions both directly and indirectly through perceived value. Among these factors, professionalism and spatial presence exert the strongest influence on perceived value, highlighting the pivotal role of credibility and immersive experience in consumer decision-making. Additionally, perceived value is confirmed as a partial mediator that translates experiential stimuli into behavioral intentions. Subgroup analyses indicate that age, education level, occupation, and income significantly moderate consumers' perceptions and responses to live-streaming attributes, whereas gender shows no significant differences.This study contributes to the literature by extending the Stimulus–Organism–Response (S-O-R) framework to the domain of fresh agricultural product live-streaming, offering a nuanced understanding of how cognitive value assessments mediate consumer behavior in digital commerce environments. Practically, the findings provide actionable insights for producers, platform operators, and policymakers to develop professionalism-driven, immersive, and trust-enhancing live-streaming strategies. Future research is encouraged to explore longitudinal behavioral dynamics and cross-cultural variations in live-streaming consumption patterns.