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August 21, 2025PLoS ONEOpen Access

Research on the impact path of virtual streamers characteristics on agricultural product consumers’ purchase intention

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Virtual streamers' characteristics positively influence consumers' purchase intention for agricultural products, enhancing sales.
Key factors include affinity, professionalism, and responsiveness, significantly affecting purchase decisions in e-commerce.
The study models the relationship between virtual streamers and consumers, with trust and presence as crucial variables.
Insights from this research can improve live-streaming e-commerce strategies in the agricultural sector.

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Research shows how virtual streamers influence purchase intentions in agricultural products, suggesting new marketing pathways.

Jiang et al. (2025) studied this question.

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