THE IMPACT OF SITUATIONAL FACTORS AND HOST CHARACTERISTICS ON CONSUMERS REPURCHASE INTENTION IN AGRICULTURAL ASSISTANCE LIVE BROADCASTS

This study constructs a model to explore the impact of agricultural live broadcasts on repurchase intention and the mediating role of social presence and verifies the hypothesis based on 830 questionnaire data. The results show that the live broadcast context and host characteristics significantly increase repurchase intention, and social presence plays a mediating role. The study suggests optimizing live broadcast design, improving host literacy, and enhancing the sense of presence experience to increase consumer participation and identity, providing a reference for the development of the rural revitalization and agricultural live broadcast industry.