As the digital economy has become an important driving force for a new round of global industrial change, live ecommerce has become a new outlet, and the "agriculture assisted live broadcasting" has emerged. This paper combs the existing literature and combines the characteristics of "agriculture assisted live broadcasting" to get a theoretical research model of consumers' purchasing behavior in the context of "assisted farmer direct broadcast". Using questionnaire survey method to collect data for empirical analysis, the research found that consumers’ perceived risk negatively affects purchase intention; efficacy positively affects purchase intention; consumer purchase intention positively affects purchase behavior; consumer perceived value and social norms have no significant effect on purchase intention. Finally, this article makes suggestions for businesses and relevant departments of the live broadcast industry.
Li, Xiaolin; Guo, Mengqian; and Huang, Dunhu, "Research on Consumers' Buying Behavior in the Context of "Helping Farmers Live”: Based on the Dual Role of Economic Rationality and Normative Rationality" (2020). ICEB 2020 Proceedings (Hong Kong, SAR China). 26.