With the development of live streaming, it is becoming widely adopted by farmers to broadcast their agricultural products. Despite its practical prevalence, the theoretical understanding of the purchase of agricultural products in the live-streaming context is still lacking. To fill this gap, based on the theory of psychological distance, this study focuses on the roles of two context-specific factors namely the live streaming scene of production place and the live streamer type of famers, and investigates their impact on agricultural product purchase intention together with brand awareness. A 2 (streamer type) ×2 (scene type) ×2 (brand awareness) factorial experiment is designed to validate the proposed research model. Expected theoretical and practical contributions are discussed.