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

In: Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)

Author

Listed:
  • Yingzhen Wu

    (Chengdu University of Information Technology)

  • Ping Zhu

    (Chengdu University of Information Technology)

  • Qiancheng Ma

    (Shanghai Business School)

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.

Suggested Citation

  • Yingzhen Wu & Ping Zhu & Qiancheng Ma, 2025. "Research on the Influencing Factors of Consumers’ Continuous Purchase Intention of Agricultural Products under E-commerce Live Streaming Mode," Advances in Economics, Business and Management Research, in: Huaping Sun & Hang Luo & Vilas Gaikar & Natālija Cudečka-Puriņa (ed.), Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025), pages 421-428, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-734-2_49
    DOI: 10.2991/978-94-6463-734-2_49
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