Research on the Formation Mechanism of Consumers’ Impulsive Purchase Intention in Agricultural E-commerce Live Streaming

In the context of rural revitalization, agricultural e-commerce live streaming helps boost product sales and connect urban and rural markets. This study examines the drivers of consumers’ impulsive purchase intention, focusing on the mediating roles of trust and social responsibility, and the moderating effect of situational involvement. Based on S-O-R theory, a model is proposed linking anchor professionalism, interactivity, cultural-emotional attributes, and official support to purchase intention. Data from 290 respondents were analyzed using Structural Equation Modeling and moderated regression. Results show that interactivity builds trust, while cultural and official cues enhance social responsibility. Both mediators significantly drive impulse buying, with situational involvement moderating the effect of official support.