Building A Research Model for the Relationship between Live-Streaming E-commerce Service Quality and Agricultural Product Purchase Intention: With Perceived Value as a Mediator

In today's digital age, live streaming e-commerce has emerged as a rapidly growing new business model.By combining live streaming and e-commerce platforms, it offers consumers numerous advantages, including real-time interaction, product demonstration, and enhanced shopping experiences.Live streaming e-commerce is transforming consumer shopping habits, gradually influencing people's lives, and providing new opportunities for online merchants, significantly enhancing marketing effectiveness.Consumer purchase intention plays a crucial role in this context.Understanding user behavior and its influencing factors in live streaming e-commerce presents a significant research challenge.This study defines three dimensions of service quality in live streaming e-commerce: information quality, interaction quality, and product service quality.Based on the S-O-R theory, a model is constructed to explore the impact of service quality on purchase intention for agricultural products, proposing relevant hypotheses grounded in extensive literature review, thereby offering new perspectives and insights for future research.