Study of Influencing Factors of Live Streaming E-Commerce on Sichuan Agricultural Product Consumption in the New Media Era

Abstract

With the development of the national rural revitalization plan and rural e-commerce, live broadcast of agricultural products has become a recent hotspot. Farmers hope to catch the express train of live broadcast, sell agricultural products, and broaden the road to wealth. The live broadcast e-commerce has won consumers' trust in information quality, system quality, service quality, telepresence, social presence, etc., enhancing consumers' willingness to buy agricultural products. It believes that high-quality live broadcast e-commerce will increase consumers' purchase trust. The three objectives are: to analyze the influence of live streaming e-commerce on agricultural products under the current new media environment; to explore the influencing factors of live streaming strategy; and to evaluate the appropriate policies for improving agricultural product sales under the new media era.