The Sustainability of Fresh Agricultural Produce Live Broadcast Development: Influence on Consumer Purchase Intentions Based on Live Broadcast Characteristics

This paper is based on consumer purchase decisions and uses the consumers of live fresh agricultural products as the research object. We analyze consumers' intention to purchase and analyze the role of perceived risk and value co-creation in consumers' purchase of fresh agriculture products. Structural equation modeling analysis and stepwise regression coefficient analysis were used. The results show that: (1) the fresh agricultural products' live features can positively influence consumers' intention to buy; (2) the authenticity of fresh agricultural products live broadcast shows a significant negative correlation with perceived risk, and the visibility of fresh agricultural products live broadcast shows a significant positive correlation with value co-creation; (3) the perceived risk and value co-creation mediate between the live-stream features of fresh agricultural products and consumers' intention to buy. The study results provide a basis for management decisions on the live broadcast of fresh agricultural products. It also has important implications for the sustainability of live broadcast of fresh agricultural products.