Research on Purchase Intention of Fresh Agricultural Products Based on SOR Theory under Live Broadcast Situation

Based on the characteristics of live broadcasting platform and fresh agricultural products, combined with SOR theory, two dimensions of social presence and product stimulation were introduced, and the two external stimuli were divided into situational presence, warmth presence, cognitive presence and product quality and logistics service of product stimulation dimension. Combined with the theory of perceived value, this paper introduces perceived trust and perceived risk as mediating variables to construct the model of consumers' purchasing intention of fresh agricultural products under the live broadcast situation. The collected data were collated and analyzed by using the questionnaire, and the reliability and validity of the data were verified by SPSS and AMOS. The results show that situational presence has a positive impact on consumers' perceived trust, the influence of warmth presence and cognitive presence on perceived trust is not supported by empirical studies. Product quality and logistics service have a negative impact on consumers' perceived risk, consumers' perceived trust has a positive effect on their purchase intention. Consumers' perceived risk has a negative impact on their purchase intention.