Influencing Factors of E-Commerce Live Broadcast Affecting Sichuan Consumers’ Purchase Intention on Local Agricultural Specialties

Abstract

Live-streaming e-commerce has boosted the marketing vitality and local agricultural specialties. Principle of sustainable human development, but also avoid the problem of food insecurity. By vigorously developing Sichuan agricultural specialties, one can promote the coordination of human society, economy, and ecology and lay a solid foundation for sustainable development in the interest of local consumers. This paper examines whether live-streaming e-commerce has gained consumers’ social presence, trust, and perceived value in strengthening consumer intention to purchase agricultural specialties. The three research objectives are; to explore the influence of e-commerce live broadcast affecting Sichuan consumers’ purchase intention, to analyze the degree of influencing factors relating to consumers’ purchase intention on local agricultural specialties, and to investigate the shortfalls of e-commerce live broadcast and propose better strategies for improving local agricultural specialty sales.