Sales Of Agricultural Products Research Articles

The role of the service sector in the development of entrepreneurship in the countryside

The article highlights the role of the service sector in the development of entrepreneurship in rural areas. An analysis of the works of Ukrainian scientists dedicated to the development of the service sector in Ukraine, as well as the development of entrepreneurship in the countryside, was carried out. A number of methods that were used in this study are highlighted. It is indicated that entrepreneurial activity in rural areas consists of both traditional entrepreneurship in the production and sale of agricultural products, and in less traditional types of business, in particular, entrepreneurship in the provision of services. The types of services provided in rural areas are highlighted and graphically displayed, in particular, the authors note that there are three groups of such services. Since state organizations are responsible for the provision of social services to rural residents, the authors focused their attention on service provision activities carried out on a commercial basis. It is indicated that a significant share in the provision of services in the village is occupied by sellers of production agricultural services, in particular services in crop production. It is noted that the majority of buyers of production agricultural services are households, as they do not have the resources to purchase all types of agricultural machinery. It is noted that the main providers of production agricultural services are natural persons-entrepreneurs and officially unregistered sellers of such services. It is indicated that other services, the provision of which can become a form of entrepreneurial activity in the village, are household services, in particular, services for repairing clothes, shoes, appliances, transport services, hairdressing services, etc. In addition, it is said that the opening of catering establishments and the provision of tourist services can also exist in rural areas as a form of entrepreneurship. The problem of the lack of adequate statistical information on the activity of entrepreneurial structures in the field of rural services has been established. It is proposed to implement and actively promote the development of alternative types of entrepreneurship in the provision of services in the countryside, in particular, to open small businesses for the provision of household services, as well as touristic services.

Big hands holding small hands: The role of new agricultural operating entities in farmland abandonment

It is crucial to address farmland abandonment to achieve Zero Hunger according to the United Nations’ sustainable development goals. However, quantitative research on this topic is relatively lacking. Based on a large sample of panel data from the Chinese Family Database, this study applies a panel Tobit model to examine the relationship between new agricultural operating entities (NAOEs) and farmland abandonment. The results show that NAOEs—professional operators, family farms, and agricultural cooperatives—are negatively and significantly associated with the ratio of abandoned farmland areas. This effect is achieved through channels such as promoting land leasing, providing technical guidance, and facilitating the sale of agricultural products. Additionally, NAOEs benefit more from China’s central and western regions, mountainous areas, villages with better land tenure security, and households with poorer human resource endowments. These findings provide valuable insights for policymakers to ensure food security and promote sustainable development by cultivating various large-scale farming entities.

Mechanism of influence of agricultural cooperation on the development of human capital of rural areas of Ukraine

The article is devoted to highlighting the impact of agricultural cooperation on the development of human capital in rural areas and substantiating the components and architectonics of the mechanism of this process. It is substantiated that one of the most promising forms of horizontal integration of small and medium-sized agricultural producers in Ukraine is cooperation, which is an objective necessity for the socio-economic development of both the agrarian sector of the economy and rural areas. It has been established that, depending on the species' activities, service cooperatives are divided into processing, procurement and sale, supply, service, and others, and the features of their tasks and functions in the process of economic activity are characterized. The efficiency of the functioning of agricultural service cooperatives in the European Union, aimed at improving management efficiency and protection from competition with monopoly structures in the processing and sale of agricultural products, is shown. The importance of developing agricultural service cooperatives to solve sales problems and increase energy efficiency in agriculture, particularly with the help of "green" energy cooperatives, is indicated. Attention is focused on the low quality of legal norms and the complexity of administrative and legal regulation of the activities of cooperatives, and the need for further support from the state and improvement of information support is determined. The groups of negative factors influencing the development of the agricultural service cooperative are generalized and disclosed, dividing them into three groups: State, economic, and organizational. A mechanism of influence of agricultural service cooperation on the formation and development of human capital in rural areas of Ukraine has been proposed. During the study, considering the negative factors influencing the development of the agricultural service cooperative, the architectonics of the mechanism of influence of agricultural service cooperation on the formation and development of human capital in rural areas of Ukraine, which can ensure the creation of economic, social, and environmental conditions for the formation and development of human capital in rural areas, was presented and substantiated. Keywords: agricultural cooperation, service cooperation, human resources, rural areas, development mechanisms.

Prospective assessments of the implementation of marketing tools in the sales activities of agribusiness enterprises

The article aims to reveal the specifics of the marketing activities of agrarian enterprises, considering marketing approaches to their management. Differences in the definitions of the terms «sales,» «sales activity,» «sales policy,» «sales activity management system,» and «sales activity management» were revealed. It has been established that «sales» and «sales activity» are interchangeable concepts. It has been proven that the marketing activity of agricultural enterprises has its own characteristics, which are primarily determined by the specifics of products, the sales market, and the state of production systems. It was noted that the implementation of the marketing policy of agricultural enterprises is negatively affected by several factors, most of which are related to the inherited problems of domestic agriculture, in particular, the underdevelopment of logistics, price disparity, and low quality of agricultural raw materials etc. Differences in the organization of agricultural production are also projected on enterprises' sales activities, particularly the architecture of their sales channels. It was established that, compared to 1991, the volume of crop production in Ukraine during 2014-2022 increased (except factory sugar beets), while livestock production decreased. Agricultural products' production and sale volumes during 2014...2021 did not undergo significant changes. In 2022, the production volume of the main types of agricultural products decreased, which relates to the beginning of the full-scale invasion of the rf into Ukraine. Prices for all main types of agricultural products in the studied period tend to increase. It was found that there is a conflict of interest between the value chain participants, primarily because each has their commercial interests, which are maximizing profits at the expense of minimizing costs. It is recommended that direct marketing methods using the potential of social networks and the Internet be implemented to ensure a high-income level for representatives of agrarian businesses. Keywords: sales, sales activity of agricultural enterprises, marketing tools, distribution channels, value chain.

A Study of the Impact of China's Internet Economy on the Agricultural Industry

In recent years, China has faced the challenge of economic transformation and the triple pressure of contracting demand, supply shocks and weakening expectations. In the past, China's economic growth was mainly driven by trade and investment. Nevertheless, the share of consumption in the economy has been increasing, becoming one of the most critical factors in China's economic development. The rapid development of Internet technology has promoted online consumption, thus providing a good opportunity and a platform for selling agricultural products online in remote areas. This paper focuses on the impact of the development of China's Internet economy on the agricultural industry. It is found that the development of China's Internet economy has a positive impact on the development of the agricultural industry and the sale of agricultural products. Whether in the pre-epidemic, epidemic, or post-epidemic period, online sales of agricultural products show a continuous growth trend. This paper also presents the problems of selling agricultural products online and provides reasonable solutions.

Research on China’s agricultural product sales transformation: online marketing mix strategy and performance on post pandemic area

At the end of 2019, the sudden outbreak of the pandemic brought a significant impact on the sales of agricultural products in China and all over the world. To reduce the unmarketable problem caused by the pandemic in the agricultural industry, operators who used to focus on offline sales changed their marketing strategy and began to build online sales channels through e-commerce platforms and adopt various online marketing strategies to improve their marketing performance. Furthermore, the performance of online marketing of agricultural products is affected by the interaction of multiple factors in the complex environment. This study aims to distinguish between the performance of different online marketing strategies by using necessary comparative analysis (NCA) and qualitative comparative analysis (QCA) method, to help operators to grasp the critical elements of the online marketing of agricultural products, and how configuration effective impact the online marketing performance. The results show that: (1) NCA’s results show that a single online marketing dimension cannot constitute the necessary conditions for producing high marketing performance of agricultural products, but e-commerce broadcasting, visual effects and government cooperation play an obvious role in improving marketing performance. (2) online marketing performance is influenced by the interaction of various strategies, and no single factor has a significant effect on it. (3) a good online marketing performance configuration path is divided into four, namely “the government cooperation—e-commerce broadcasting” domination; “the government cooperation—visual effects—e-commerce broadcasting” leading; “customer relationship—the government cooperation—visual effects—e-commerce broadcasting” leading; “platform number—visual effects—e-commerce broadcasting” leading. (4) There are four driving paths with no-good online marketing performance, and there is a causal asymmetric relationship of the driving paths with good online marketing performance. This study provides management enlightenment for agricultural operators on how to effectively improve the performance of online marketing, help operators to solve practical problems, and facilitate the development of agricultural e-commerce.

Adaptation of agricultural production to wartime realities: preservation of economic security of Ukraine

The article examines the problems and challenges of the production and sale of agricultural products that Ukrainian farmers faced during the martial law. The need for agricultural enterprises to respond to unforeseen actions, while avoiding a complete structural restructuring or destruction of the system, has been determined. What exactly is determined by the flexibility of such enterprises? The priority ways of responding to problems with exports are outlined: increasing the volume of domestic consumption, attracting investments, expanding sales markets, using state support. Import problems that appeared with the outbreak of the war in Ukraine were identified. The main ones are the decrease in the number of countries that are ready to export their vegetable products to Ukraine due to the deterioration of the political and economic situation; an increase in the cost of transporting vegetable products due to an increase in the risks and costs of transportation through the conflict zone; deterioration of the quality of vegetable products due to difficult storage and transportation conditions; an increase in the cost of vegetable products due to an increase in the costs of its cultivation and processing in exporting countries; a decrease in the volume of imports due to a decrease in the demand for vegetable products in Ukraine. The indicated areas of the flexibility of agricultural production in the conditions of martial law: the ability to quickly change the types and volumes of cultivated crops in accordance with market conditions and changes in consumer preferences; the ability to quickly change the volume and range of products produced, the ability to effectively use resources such as water, fertilizers, energy and labor through the introduction of resource-saving technologies; the ability of enterprises to adapt their workforce to changing production requirements and conditions; ability to effectively manage finances, including budgeting, financial analysis and risk management to ensure financial sustainability and flexibility in production. Therefore, the flexibility of production in combination with the principles of universality, adaptability and adaptability is a key aspect in overcoming food security in modern conditions.

ОСОБЛИВОСТІ ФОРМУВАННЯ ВИТРАТ НА ВИРОБНИЦТВО СІЛЬСЬКОГОСПОДАРСЬКОЇ ПРОДУКЦІЇ В УМОВАХ ВІЙНИ В УКРАЇНІ

The article examines the main specific features of the formation of costs for the production of agricultural products in the conditions of war in Ukraine. The specifics of the "costs" category in the theoretical and practical economic context are outlined. The assessment of costs and losses in the activities of Ukrainian agricultural enterprises during the war requires special attention, as one of the key factors in determining the state and possibilities of the functioning of the national economy. The methodological basis of the correct calculation of the cost of production and sale of agricultural products in the conditions of hostilities becomes one of the key conditions for preserving production and preventing its bankruptcy. The changes in the production of agricultural products that occurred as a result of military actions on the territory of Ukraine, in general in this sector of the economy and in the fields of plant and animal husbandry, have been determined. By the beginning of 2023, production in the industry as a whole decreased by 28%, including in crop production by 39.5%, and in livestock production by 8.2%. It was the closure of enterprises in the war zone and the loss of production capacity that became the main cause of destabilization of the agrarian sector of the country's economy. The scope and specifics of production losses in the industry as a result of hostilities, shelling and mining were assessed. The structure and main elements of material costs for the production of agricultural products in the conditions of war are analyzed. The undoubted advantage of agriculture in the conditions of hostilities is its ability to be self-sufficient and self-reproducing, but with modern technologies, without additional involvement of external resources, at least in the form of fuel and spare parts for machinery and electricity, it is impossible to ensure the production process. In addition, a significant problem is the shortage of labor resources in rural areas. The main elements of production costs in war conditions are disclosed. The importance of natural reproduction in the industry as a factor contributing to lower rates of cost growth in difficult conditions of supply of material resources necessary for intensive production of products was determined and evaluated.

АГРОМАРКЕТИНГ В УМОВАХ ЦИФРОВІЗАЦІЇ

In the work, the management of agricultural resources is considered from the standpoint of the economic agrosystem, which should be built on the principles of optimization and predictability, which can be achieved due to the digitization of the industry. This, in turn, leads to an increase in the role of marketing in the process of collecting, analyzing and processing information. The purpose of the article is the theoretical and methodological substantiation of the applied aspects of agricultural marketing in the conditions of digital transformation. The problems of the implementation of digital technologies in rural areas are identified: the reduction of the share of the rural population, which reduces opportunities in the field of education and employment, the limitation of the basic IT infrastructure and the need for investment costs for the implementation of specific digital solutions taking into account existing opportunities. Agromarketing is proposed to be considered as an integrative management system of an enterprise for the production and sale of agricultural products, which ensures the formation of sustainable relationships between agricultural enterprises and consumers to meet the needs of the population in agricultural products and services. This goal should be achieved by providing not only monitoring of the agricultural market, but also forecasting of long-term conditions with a high degree of reliability; minimization of the impact on the environment and production of quality products; formation of the appropriate material and technical base for the storage of agricultural products; minimization of intermediary structures. The main task of agricultural marketing is to identify and research the needs of potential consumers of agro-industrial complex; selection of products for production, establishment of its properties; coordination of terms and volumes of production; preservation and expansion of the existing market share in accordance with the set goals; increasing sales volumes and obtaining the desired results. The specificity of agro-industrial production and sale of agricultural products determines the variety of specific marketing schemes, including the study of the state and dynamics of consumer demand and the use of the obtained data in the process of developing and making economic decisions; maximum adaptation of production to market requirements in order to improve the efficiency of the enterprise's functioning; influencing market and consumer demand through means such as advertising, sales promotion and shaping in a direction that is meaningful to the enterprise. The work defines the main areas of implementation of digital technologies in marketing activities of agribusiness: digitalization of the agricultural market, digitalization in the field of enterprise management, precision agriculture with climate control, use of cloud platforms and big data analytics. At the same time, the implementation of digital technologies in the marketing activities of agribusiness should be carried out in parallel with the digital transformation of the entire industry.

Pricing of fresh agricultural product supply chain under transportation interruption

With the trend of global economic integration and the improvement of logistics, transportation, and storage technology, regional restrictions on the sales of fresh agricultural products have gradually decreased. At the same time, due to traffic accidents, natural disasters, and other factors, the possibility of interruption in the transportation supply chain of fresh agricultural products has been increased. This article examines a three-level fresh supply chain with the possibility of transportation interruption. The Stackelberg method is used to solve the equilibrium solution, and the results under centralized and decentralized models are analyzed. We found that the increase in the probability and duration of transportation interruptions actually leads to less investment by distributors in cold chain services, resulting in increased profits for retailers and decreased profits for distributors and manufacturers.

Architecture of effectiveness of use of assets of an agricultural organization of fishery complex

This article outlines the economic essence of current assets, reveals their concept, examines the sources of formation and indicators characterizing the efficiency of using the assets of a business entity. Effective use of current assets in the fishery complex is a key factor for the successful sale and production of agricultural products. The optimal distribution and size of current assets play an important role in ensuring a continuous circulation process. The organizational and economic characteristics of an agricultural organization engaged in agriculture allow us to more deeply study the structure and dynamics of its assets, as well as evaluate the effectiveness of their use. To increase the rationality of the sale of current assets, it is proposed to develop recommendations that will help optimize their use. Suggested recommendations may include improving inventory management, optimizing the procurement and sales process, and the use of financial resources. Working capital of the fishery complex is the most liquid assets, which participate in the production cycle only once and are immediately taken into account in the cost price. This means that the effective use of working capital directly affects the financial results of the organization of agriculture and the fishery complex. Proper management of these assets can reduce costs, increase profitability and ensure sustainable development of the fisheries sector.

Rural agricultural products e-commerce selling and cross-border logistics platform construction based on scale yield function

Abstract The scale yield function has a great influence on the study of cross-border logistics platform building and rural agricultural products e-commerce selling. This paper analyzes the main factors affecting the effect of cross-border logistics platform construction through factor analysis. Among them, platform content construction, platform service level, platform user management, platform supply chain construction, and platform development potential are the most important factors of cross-border logistics platform construction. The linear combination is used to construct a cross-border logistics platform integrating content, service, management, supply, and development. The regression method is applied to calculate the factor scores, and the assumed return to scale is applied to calculate the relevant data after the construction of the cross-border logistics platform. Seeking the maximum scale return rate is greater than 80%, the return is higher. The experiment proves that the construction of a cross-border logistics platform can expand the rural agricultural products e-commerce sales market from mainly China to parallel sales in China and European and American countries, etc., and improve the scale gain. Relying on the construction of a cross-border logistics platform, the total sales of rural agricultural products and e-commerce sales in foreign countries increased by more than 10 million, and the revenue was higher than 4.5 times of previous years. Thus, the construction of a cross-border logistics platform is conducive to expanding the market of rural agricultural products e-commerce sales and increasing rural agricultural products e-commerce sales.

The antecedents of customer satisfaction in the live-streaming commerce of green agricultural products.

Live-streaming technology has been widely adopted to promote the sale of green agricultural products. Based on the literature regarding electronic commerce and customer satisfaction, this article integrates expectation-disconfirmation theory and the SERVQUAL model to investigate the antecedents of customer satisfaction and the routes along which the former drives the latter in the live-streaming commerce of green agricultural products. Our results demonstrate that most consumers are satisfied with the live-streaming commerce of green agricultural products, with an overall satisfaction degree of medium to high. In addition, a total of four antecedents are identified, namely commodity, live-streaming platforms, live-streaming contents and supporting services. Among the variables relevant to commodity, "commodity brand building" has the highest weight. Meanwhile, the corresponding variables for live-streaming platforms, live-streaming contents and supporting services are "interface design", "live-streaming atmosphere" and "privacy protection", respectively. Furthermore, live-streaming platforms are found to have the strongest direct influence on customer satisfaction, while commodity is found to have the strongest indirect and total influence on customer satisfaction. The theoretical and managerial implications are discussed at the conclusion of this article.

АГРОТУРИЗМ ЯК СТРАТЕГІЧНИЙ НАПРЯМ ПІДВИЩЕННЯ РІВНЯ ДОХОДУ ФЕРМЕРСЬКИХ ГОСПОДАРСТВ УКРАЇНИ

The purpose of the study is to outline the circle of strategic directions for the development of agrarian tourism in the context of increasing the profitability of Ukrainian farms. At the same time, the actual strategic possibility of increasing income and development of rural areas was emphasized. Farmers are shown how to further monetize their resources by attracting the attention of tourists through the provision of various services, from tours to participation in agricultural work and recreation in the countryside, which potentially become new sources of income, which contributes to the diversification of the farm and the expansion of its functions. The authors proposed a number of approaches to infrastructure development, in particular, from hotels and restaurants to communications and roads, which in turn attract tourists and support local businesses. Here are suggestions for farmers to interact directly with buyers by offering their goods and services directly. It is emphasized that this not only increases profits, but also creates a market for the sale of local agricultural products. The attention of entrepreneurs is drawn to ecological benefits, preservation of traditions, which strengthens the pride of the local population and promotes cultural exchange. From an ecological perspective, agritourism emphasizes the importance of sustainable agriculture, attracting environmentally educated tourists. The article examines the key aspects of agritourism as an innovative approach to supporting farms in Ukraine. As a result, the potential advantages of agritourism, such as additional income, development of rural areas and attraction of new investors, were analyzed. The main principles and strategies of successful implementation of agro-tourism projects have been studied. In general, it was emphasized that agritourism can be a key strategic direction for Ukrainian farms in increasing incomes and sustainable development. However, success requires partnerships with the community, development of marketing strategies and adherence to high quality standards. The correct implementation of agritourism in the context of its practical implementation can turn rural areas into attractive points for tourists and ensure the sustainable development of Ukrainian farms.

Digital ecosystem of Russian Agricultural Bank as an innovative platform for sustainable development of the agro-industrial complex

The digital ecosystem for the agro-industrial complex emerged as a platform that unites agrarians from all regions of Russia and stimulates the promotion of agro-technologies in rural areas. The successes demonstrated by the agribusiness sector since 2017 need to be consolidated and developed, which is why a unique industry ecosystem “Your Farm” was built on the basis of the Russian Agricultural Bank (RusAg) in the conditions of digital interaction. The digital platform is a unique megaservice that unites farmers and allows them to solve questions on the sale and supply of agricultural products. It is also used to attract various types of state support, find or train qualified employees, develop agro-tourism and promote rural areas. It also allows farmers to form a real estate database. RusAg ecosystem continues to develop and expand its services, the number of users of the platform’s services is increasing, the popularity of rural lifestyle is growing. The “Your Farm” digital ecosystem has turned an industry bank into a technological platform. It promotes technical modernization of the agro-industrial complex, expands its export potential, attracts specialists to work in rural areas, and improves the quality of life in the regions.

Маркетингова стратегія в аграрному бізнесі: ефективні підходи до збуту сільськогосподарської продукції на аграрному ринку

The purpose of the study is to analyze the marketing strategies used to promote agricultural products in the Ukrainian market, as well as to develop recommendations on ways to improve product promotion. At the present stage of development of the Ukrainian economy, the issue of effective sales of agrarian products is of particular importance. The stability of agrarian production and the saturation of the country’s food market depend on the effective organization of sales of agrarian enterprises in the regions, optimal trade turnover and territorial organization. The article discusses the main marketing strategies used to promote agricultural products, analyzes their strengths and weaknesses, and suggests ways to improve them. Particular attention is paid to the introduction of innovative approaches, the use of digital technologies, the development of sales channels and increasing the level of interaction with customers. The authors also provide practical recommendations for brand building, customer loyalty management, and optimization of logistics processes. The use of these approaches will help increase the efficiency of sales of agricultural products, which, in turn, will meet the daily needs of the population for food and contribute to the economic stability of the agrarian sector.

ANALYSIS OF E-COMMERCE DEVELOPMENT OF AGRICULTURAL PRODUCTS IN PANZHIHUA UNDER THE INFLUENCE OF COVID-19

In recent years, agricultural e-commerce has improved a lot with the support of national policies. During the COVID-19 epidemic, the “no-touching” consumption model was used in agricultural e-commerce, which helped upgrade and optimize the agricultural industry chain. Due to this, agricultural products are prevented from being hoarded. The online sales of agricultural products in Panzhihua City have exceeded 900 million yuan now, showing a steady upward trend. This thesis intends to research the development of agricultural e-commerce in Panzhihua under the influence of the Covid-19 epidemic to analyze the current situation of agricultural e-commerce in Panzhihua, to find the main existing problems, such as the lack of e-commerce professionals and the imperfect construction of logistics infrastructure. Besides, by adopting the method of literatureresearching and case-analyzing, some possible ways to help improve agricultural e-commerce of Panzhihua more smoothly will be explored. The significance of this study is to a faster speed of the agricultural economy of Panzhihua and to drive the development of rural agricultural ecommerce in Panzhihua to a higher level.

ФОРМУВАННЯ ТА ІМПЛЕМЕНТАЦІЯ СИСТЕМИ АГРАРНОГО МАРКЕТИНГУ В ДІЯЛЬНІСТЬ АГРАРНИХ ПІДПРИЄМСТВ

The article considers the definitions of the concept of "agricultural marketing", identified problems in the agrarian sphere of business, provided an organizational and methodological rationale for conducting marketing activities in agribusiness at the level of the state, regions, and enterprises, and formed the components of the agrarian marketing system for implementation in the activities of agrarian enterprises. Agricultural marketing can be defined as a set of interdependent organizational, technical, financial and commercial functions of the enterprise, aimed at ensuring the sale of agricultural products in accordance with consumer requests for the benefit of the enterprise. The main goal of agricultural marketing is to fully satisfy the rational standard of food consumption by the population while ensuring the effective activity of agribusiness entities. An effective marketing system uses market analysis to predict demand; will try to minimize blind entry into markets and instead promote a withdrawal regime. Increases income – a well-organized marketing system will increase the total amount of income received in the agricultural value chain. The agricultural marketing system contains a set of the most important market relations and information flows that connect the agricultural enterprise with the markets. As a result of the study, it was established that the organizational structure of the vast majority of agricultural enterprises does not correspond to the principles of marketing, which is manifested in the complexity of the internal interaction of services and departments, limited marketing tools for market analysis, ineffective management. It is proposed to introduce a marketing-oriented organizational structure of agricultural enterprises to optimize the relationship between services and divisions of the enterprise, and to use marketing tools for market research. It is recommended in modern conditions to make sales using the Internet as much as possible, that is, a digital platform that helps to optimize financial, labor and production resources and costs.

Research on the Mechanism and Strategy of Empowering Rural Revitalization through Rural E-Commerce—Observations and Reflections on the Live Streaming Sales of Agricultural Products by Dongfang Zhenxuan

Research on the Mechanism and Strategy of Empowering Rural Revitalization through Rural E-Commerce—Observations and Reflections on the Live Streaming Sales of Agricultural Products by Dongfang Zhenxuan

Effect of emotional factors on purchase intention in live streaming marketing of agricultural products: A moderated mediation model.

Emotional factors play a crucial role in streaming live marketing of agricultural products. Some literature explored several emotional factors' impact on consumers' purchase intention. Nonetheless, the interaction and integration effects of these factors have received less attention. Based on Consumer Engagement Theory, SOR model and TAM model, the paper constructs a moderated mediation model of the interactivity/presence, trust/resonance and purchase intention under rural sentiment. A quantitative study based on 365 valid samples is conducted to validate this model. The results indicate that interactivity and presence positively impact on consumers' purchase intention, trust and resonance play a mediating role between interactivity/presence and purchase intention separately. Contrary to our expectations, rural sentiment negatively moderates the relationship between interactivity and resonance. Differences of regression results between urban and rural group indicate that the cultural backgrounds of consumers have an impact on their emotional responses in live streaming of agricultural products. The results illustrate the mechanism of emotional factors in consumers' purchase decisions. Overall, this paper reveals the potential of emotional factors and the development of effective marketing strategies to improve agricultural products sales.