The Mediating Role of Consumer Social Presence and Satisfaction between E-Commerce Live Streaming Characteristics and Repurchase Intention of Agricultural Products

The 21st Century Industry Research Institute released a report on live streaming of agricultural products in China in 2020, in which 41.28% of users expressed dissatisfaction with the agricultural products they purchased.According to previously conducted studies, repeated purchase intention is affected by mediating variables such as satisfaction and information quality.However, there is research on the influence of social presence on consumers repurchase intention.The main idea of this study is to explore the relationship between the e-commerce live-streaming characteristics and the repurchase intention of agricultural products.Sampling population consumers in Guangdong Province, China who have purchased agricultural products.According to the formula of this paper, the number of samples required for this paper is 384.In this investigation, a random sample technique will be used.The structural equation model (SEM) was constructed by Smart PLS 4.0.8software for the empirical research hypothesis.SPSS 22.0 is used for descriptive statistics, including mean, median, and standard deviation.