An Empirical Study on Purchasing Intention of Agricultural Product E-commerce Live Broadcast

Abstract

The purpose is to explore the factors affecting consumers’ purchase intention from the massive live broadcast of agricultural products e-commerce, and explore the evolution mechanism from consumers’ psychological contract to purchase intention in the live broadcast of agricultural products e-commerce, so as to provide decision-making basis for improving the delivery effect of agricultural products e-commerce. In the first study, through text analysis of live broadcast barrage, the influencing factors of consumers’ purchase intention are explored. In the second study, the structural equation model is constructed with the influencing factors as independent variables, the psychological contract as intermediary variables, the involvement degree as regulatory variables, and the purchase intention as dependent variables to explore the evolution mechanism of the consumer’s psychological contract to the purchase intention in the live broadcast of agricultural products e-commerce. The first study found that the factors influencing consumers’ purchase intention are the content of the anchor, the content of the product, the scene atmosphere of the live room and the third-party guarantee and service. The second study found that anchor attraction, logistics service and other factors positively affect the relationship type psychological contract, while anchor professionalism, organic certification and service positively affect the transaction type psychological contract; The relational psychological contract affects consumers’ purchase intention through influencing the transactional psychological contract. The psychological contract plays a part of the mediating role in the path that the live broadcast content of agricultural products affects the purchase intention.