In E-commerce Live Mode Research On The Influence Of Social Presence For Loyalty Of Agricultural Products Consumers

Compared with traditional e-commerce platforms,e-commerce live broadcasting forms a shopping mode of companionship.E-commerce live broadcasting reintegrates timeliness,entertainment and interactivity into the scene of online shopping,greatly improving people’s social experience of online shopping.Enhancing consumers’ repeat purchase rate and recommended purchase rate and cultivating consumers’ loyalty have become the key to the long-term and stable development of the e-commerce live broadcast market.In the electricity industry of agricultural products,agricultural products because of its particularity,consumer demand for electricity as well as the goods will be higher,in order to promote agricultural upward,developing agricultural electricity so it is urgent to live,that how to improve the agricultural products consumer loyalty,the flow of customers become the long-term stability of customers has become extremely important.Live at present,in the electrical business mode,there is little research on social telepresence and produce the influence of the relationship between customer loyalty,and live on farm produce electricity to consumers in the process of social telepresence to a certain extent affect the consumer trust and consumer trust is also a factor to influence customer loyalty,therefore,It is of great significance to explore the influence of social presence on consumer loyalty of agricultural products under the mode of e-commerce live broadcast.This paper chooses e-commerce live broadcasting as the research environment,discusses the influence of social presence on consumer loyalty of agricultural products,and introduces consumer trust of agricultural products as a mediator variable.This paper mainly studies the following questions:(1)how does social presence affect consumer trust in agricultural products?(2)How does social presence affect consumer loyalty of agricultural products?(3)How does consumer trust of agricultural products affect consumer loyalty of agricultural products?(4)Does consumer trust of agricultural products play a mediating role in the influence of social presence on consumer loyalty of agricultural products?Based on the related literature analysis and SOR theory model,this paper constructs the social telepresence live electrical business mode,the relationship between consumer trust and consumer loyalty for agricultural products model,from the coexistence telepresence,ac telepresence,emotional immediacy this three dimensions to explore social telepresence’s influence customer loyalty for agricultural products,And verify the intermediary role of consumer trust in agricultural products.The research methods used in this paper mainly include literature analysis,questionnaire survey and empirical analysis.On the basis of theoretical analysis,select the appropriate maturity scale set on the basis of questionnaire item,and according to the concrete research content to modify the questionnaire,this paper after a preliminary investigation to issue a formal questionnaire,based on the questionnaire survey to collect the sample data,using SPSS statistical analysis software to test reliability and validity of sample data,respectively,correlation analysis,regression analysis and other research.The following conclusions are drawn:in the mode of e-commerce live broadcast,social presence has a significant positive impact on consumer loyalty of agricultural products;Social presence has a significant positive impact on consumer trust in agricultural products.Consumer trust of agricultural products has a significant positive effect on consumer loyalty of agricultural products.Consumer trust of agricultural products has a significant mediating effect between social presence and consumer loyalty of agricultural products.