Factors influencing consumers repurchase intention on e-commerce live streaming of agricultural products

Abstract Accompanied by the comprehensive promotion of the Internet and the prosperity of e-commerce, e-commerce live streaming of agricultural products is booming and has a promising market prospect. This study presents a research model aimed at investigating the factors influencing consumers repurchases of agricultural products via e-commerce live streaming. The research uses a questionnaire format and structural equation modelling to analyze data from 586 consumers in China. The results of the study show that information quality, product quality, logistics service quality, and ROO image have a positive effect on satisfaction and trust. Both satisfaction and trust have a positive effect on repurchase intention. Satisfaction and trust play a partial mediating role. This research theoretically enriches the influencing factors of consumers repurchase of agricultural products through e-commerce live streaming, and also provides development insights for e-commerce live streaming of agricultural products.