Research On The Influencing Factors Of Consumers’ Purchase Decision Under The Mode Of Direct Seeding With Goods

In recent years,various government documents in China have frequently mentioned support for e-commerce in promoting rural revitalization and development.Several relevant departments of various countries have jointly released the "2022 Key Points for Digital Rural Development",emphasizing that the progress of smart rural areas has achieved new results,artificial intelligence technology has further supported the foundation of the primary industry,and solid and stable poverty alleviation achievements have been achieved.Based on this,the agricultural assistance live streaming sales model can effectively drive the digitization of rural industries and accelerate the development of digital rural areas.This article first summarizes and reviews the relevant research on the agricultural live streaming sales model,influencing factors of consumer purchase decisions,e-commerce live streaming,perceived value,and purchase intention.It proposes a research path under the "agricultural products agricultural live streaming sales fan group" consumption model.Secondly,based on stimulus response theory and consumer behavior theory,it integrates the influencing factors of rational cognition,emotional cognition,and consumption intention at multiple levels,Forming a research model through analysis and making subsequent research hypotheses;Subsequently,from the perspective of the fan consumer group in the agricultural assistance live streaming sales model,a survey questionnaire was designed based on the characteristics of the rational and emotional cognition of the fan consumer group in the purchasing decisions made in the agricultural assistance live streaming sales model;Distribute survey questionnaires based on a combination of online and offline methods;Finally,the reliability and validity of the questionnaire obtained from the survey were tested,and the fit of the entire research model was analyzed using multivariate analysis methods to verify the structure and relationship between influencing factors.Draw research conclusions:(1)High quality live streaming,significant discounts,and unique added value can positively affect the rational cognition of fan groups in agricultural live streaming sales.(2)Suitable consumption scenarios,excellent product word-of-mouth,and healthy fan relationships can positively affect the emotional cognition of fan groups in agricultural live streaming sales.(3)The rational and emotional cognition of fan groups in agricultural live streaming has a positive impact on consumer willingness.