Research On The Influence Of Online Interaction On Consumers’ Purchase Intention In Live Streaming Of Agricultural Products

With the rapid development of e-commerce and the popularization of mobile terminals,consumers’ online shopping needs continue to grow,and consumers have put forward higher requirements for the functional diversity of e-commerce platforms.At the same time,the development of Internet live broadcast makes consumers no longer satisfied with the traditional one-way information dissemination method of e-commerce,but need a real-time,two-way information exchange method to solve the trust problem caused by the asymmetry of information between consumers and businesses under the traditional online print marketing model.This has intensified the competitive situation of e-commerce companies,making e-commerce companies turn attention to the marketing model of e-commerce live broadcast in order to seize the opportunity of product marketing.At the same time,due to geographical restrictions and low standardization,unsalable agricultural products have become a common phenomenon.The e-commerce live broadcast marketing model can break the barriers of production and sales.Through the two-way transmission of online and real-time information,agricultural product merchants can fully understand the purchase needs of consumers,and consumers can also obtain sufficient purchase information for agricultural products.Therefore,in the live purchase mode of agricultural products e-commerce,improving the interaction between buyers and sellers to facilitate the conclusion of agricultural products transactions is an important way to enhance the effectiveness of e-commerce to the countryside and help farmers increase income.In view of this,this article combines "Stimulus-Organism-Response",interactivity theory,social presence theory and social identity theory with existing research results related to e-commerce live broadcasts to construct a theoretical hypothesis model based on the relationship between online interaction,social presence and consumer purchase intentions.The research hypothesis is verified by constructing a structural equation model,and effective suggestions and countermeasures are finally put forward.The full text is mainly composed of six parts.The first part mainly includes the research background,significance,content,framework,ideas,methods and the main innovations of this research;the second part is about "Stimulus-Organism-Response" theory,interactive theory,social presence theory,social identification theory and trust theory are summarized and combed,and on this basis,the existing research results are summarized systematically;the third part builds the hypothesis of the relationship between the variables on the basis of theoretical analysis;the fourth part describes The scale design and distribution process and pre-survey results;the fifth part is about using AMOS 22.0 software to analyze the influence path of online interaction,social presence,consumer identity and consumer trust on consumer purchase intention,and using the Bootstrapping function of the software analyzes the mediating effect of consumer trust between consumer identity and consumer purchase intention;the sixth part summarizes the research conclusions of this article and proposes practical enlightenment,at the same time,describes the research deficiencies and future research directions.The research conclusions of this paper include:(1)The four dimensions of online interaction’s synchronization,responsiveness,decentralization,and interaction frequency all have a direct and significant positive impact on consumers’ social presence;(2)online interaction’s synchronization,decentralization and interaction frequency dimensions have a direct and significant positive impact on consumer identity;(3)Social presence has a direct and significant positive impact on consumer identity;(4)Consumer identity has a direct and significant positive impact on consumer trust;(5)Consumer identity has a significant positive impact on purchase intention;(6)Consumer trust has a direct and significant positive impact on purchase intention;(7)Consumer trust has a partial intermediary effect in the influence of consumer identity sense and purchase intention.The research contributions of this article are as follows:(1)Measure the effects of consumer online interaction from the four perspectives of synchronization,responsiveness,decentralization,and interaction frequency.Provide advice and reference for appropriate interactive programs;(2)Incorporate social presence and consumer identity into the research framework on the impact of online interaction on consumers’ purchase intentions,and provide a theory for consumers to make rational consumption decisions in the live broadcast of agricultural products e-commerce Support;(3)Emphasize the intermediary role of the trust mechanism in the research model,which will help buyers and sellers establish a good trust relationship,and promote the sound development of e-commerce live broadcasting of agricultural products.