Research on the influence mechanism of direct broadcast of agricultural products on consumers’ purchase behavior based on structural equation model

摘要

This research summarizes the characteristics of the impact of live broadcast of agricultural products on customers' purchase behavior, including real-time, interactively, entertainment and authenticity. Based on the SOR theory, a structural equation model is constructed to explore the mechanism of the influence of live broadcast of agricultural products on customers' practical purchase behavior and hedonic purchase behavior. The results show that: real-time, interactivity, entertainment and authenticity in live broadcast of agricultural products have a significant positive impact on customer emotional arousal; real-time and authenticity have a significant positive impact on customer perceived trust; emotional arousal and perceived trust have a significant positive impact on customer practical purchase behavior and hedonic purchase behavior.