Research on Customer Purchase Intention of Agricultural Products Online Live Shopping Platform
Abstract
This study takes Guangzhou, Shenzhen, Zhuhai, Huizhou and Jiangmen, the main cities in the coastal areas of Guangdong as examples, and adopts random sampling method to investigate the consumer behavior of online agricultural products. In this paper, 202 valid questionnaires were collected to explore the relationship and role of online live broadcast shopping environment, customer purchase behavior and brand knowledge of agricultural product e-commerce enterprises in developed cities in coastal areas from the point of view of customer demand. According to the study the environmental characteristics of online live broadcasting platform have a positive effect on the customer's purchase intention; the buyer's brand knowledge has a positive effect on the customer's purchase intention; the interaction between the buyer's brand knowledge and the online live broadcasting platform environmental characteristics has a significant effect on the customer's purchase intention.