A Study On The Influence Of Contextual Elements And Anchor Characteristics On Consumers’ Willingness To Repeat Purchase In Live Farming Support

Along with the rapid development of the Internet,live farming help as an emerging model of agricultural products + e-commerce,for agricultural products stagnant areas and farmers to provide a new sales channel,for helping farmers to increase income has an important role.As the model of live farming is now not standardized,the purchase habit of consumers in live farming has not yet been formed,the repeat purchase willingness of consumers is not effective,and it is difficult to retain loyal customers in live farming,whether the new model of live farming can be sustainable in the long run is an important issue at present.Therefore,this paper starts from the repetitive purchase willingness of consumers in the farming live broadcast,and hopes to explore the influence mechanism of the live broadcast context and anchor characteristics on the repetitive purchase willingness of consumers in the farming live broadcast through research.This paper takes S-O-R theory and social cognitive theory as the theoretical basis,and constructs the model of "farming live streaming context and anchor characteristics-social presence-willingness to repeat purchase",and adds moral identity as the moderating variable.On the basis of the previous studies,this paper,combined with the special characteristics of live farming,divides the live farming situation into two dimensions:atmosphere cues and incentive mechanism,and divides the characteristics of live farming anchors into three dimensions: professionalism,trustworthiness and interactivity.The 305 valid samples were screened by questionnaire survey,and the research model was empirically studied by using SPSS22.0 and AMOS23.0 statistical analysis software for descriptive statistical analysis,reliability analysis,regression analysis,mediating effect test and moderating effect test.The empirical results show that:(1)both the live farming scenario(ambient cues,incentives)and the characteristics of farming anchors(professionalism,trustworthiness,interactivity)have a significant positive impact on consumers’ willingness to repeat purchase;(2)except for incentives,both the ambient cues and the characteristics of farming anchors(professionalism,trustworthiness,interactivity)have a significant positive impact on social presence;(3)social presence has a positive influence on consumers’ willingness to repeat purchase;(4)social presence has a significant mediating effect between the live farming scenario(ambient cues,incentive mechanism)and the characteristics of farming anchors(professionalism,trustworthiness,interactivity)on consumers’ willingness to repeat purchase;(5)moral identity has a significant moderating effect between social presence and consumers’ willingness to repeat purchase.Based on the above findings,this paper proposes development suggestions for the sustainable development of live farming helper broadcast from the live broadcast scenario and anchor characteristics,respectively.