An Empirical Study on the Influence Mechanism of Consumer Trust in the Live-stream E-commerce for Agricultural Products

Based on the Stimulus-Organism-Response (SOR) model, a consumer trust mechanism model in the agricultural product live-streaming E-commerce is proposed, and an empirical test of the model was conducted using 219 valid sample data from 13 provinces, municipalities, autonomous regions and special administrative regions in China. The results show that the reputation of the host and the knowledge performance of live streaming can significantly enhance consumer trust, and consumer trust can significantly promote their purchase behavior. Based on the research findings, several application suggestions are put forward on how to effectively enhance consumer trust in the era of knowledge-based live streaming.