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

Yingzhen Wu; Ping Zhu; Qiancheng Ma

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

<Previous Article In Volume

Next Article In Volume>

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

Authors

Yingzhen Wu¹, Ping Zhu¹, Qiancheng Ma²^{, *}

¹Chengdu University of Information Technology, Chengdu, Sichuan, 610103, China

²Shanghai Business School, Shanghai, 201400, China

^*Corresponding author. Email: 1960548679@qq.com

Corresponding Author

Qiancheng Ma

Available Online 27 May 2025.

DOI: 10.2991/978-94-6463-734-2_49 How to use a DOI?
Keywords: Live E-commerce; Agricultural Products; Purchase Intention
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.
Copyright: © 2025 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume

Next Article In Volume>

Volume Title: Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)
Series: Advances in Economics, Business and Management Research
Publication Date: 27 May 2025
ISBN: 978-94-6463-734-2
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-734-2_49 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Yingzhen Wu
AU  - Ping Zhu
AU  - Qiancheng Ma
PY  - 2025
DA  - 2025/05/27
TI  - Research on the Influencing Factors of Consumers’ Continuous Purchase Intention of Agricultural Products under E-commerce Live Streaming Mode
BT  - Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)
PB  - Atlantis Press
SP  - 421
EP  - 428
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-734-2_49
DO  - 10.2991/978-94-6463-734-2_49
ID  - Wu2025
ER  -

download .riscopy to clipboard