Research on the Influence of Live Agricultural Products on Consumers' Intention to Repurchase: Take Mianyang, Sichuan Province as an Example

Abstract

Live streaming is still an emerging industry in China, Most universities in China also do not offer relevant courses to train relevant talents, The industry has a large talent gap, As a result, some people who do not have the ability to broadcast live also went to the studio as the anchor, In addition to some local officials and villagers who personally broadcast live with goods, There are also some low quality, eloquence ability, language logic ability lack of people also live with goods, Because of their own lack of expression ability, In the short-time introduction of live streaming, Many anchors can't fully present the advantages and value of agricultural products, To a large extent, they reduce consumers' desire to buy and the intention to repurchase, Even some vulgar introduction and recommendations will affect the reputation of some brands, Bring a bad brand impression to consumers, It is not conducive to the long-term development of agricultural products sales.