The Impact of Live Streaming Features on Consumers' Purchase Intention - the case of Agricultural Products

With the rapid development of the Internet, the development of live e-commerce as an important innovation in the form of marketing has also led to the further development of agricultural products e-commerce, which has changed from the original simple display of images to the current real-time video display and multi-faceted interaction. This progress not only strengthens the consumer experience, but also has an impact on consumers' willingness to purchase. Based on the Technology Acceptance Model (TAM), structural equation modeling (SEM) is applied to calculate the impact of the characteristics of live agricultural products on consumers' purchase intention. A model based on the Meta-SEM approach to influence consumer purchase intention is proposed, and AMOS 26.0 is used to verify that perceived trust and perceived risk mediate between economy, informativeness and inter activity, and consumer purchase intention. By analyzing the impact of live streaming characteristics on consumer purchase intention, an optimization method is proposed for agricultural live streamers in live streaming operations, which is relevant for live stream merchants to build a good image, increase loyalty with consumers and gain more revenue.