The influence of e-commerce live streaming on the repeat purchase intention of agricultural products in China

With the rapid development of live streaming technology and the continuous expansion of user scale, the e-commerce live streaming industry has experienced explosive growth. While the industry as a whole is moving in a favorable direction, it is important to note that the increasing number of new entrants has intensified competition among merchants. Agricultural products, closely tied to daily life, hold unique research value. Consumer repeat purchase intention is a key strategy for merchants to consolidate market position and enhance competitive advantage. However, research on consumer behavior in agricultural product e-commerce live streaming remains insufficient, particularly regarding repeat purchase intention. Therefore, an in-depth exploration of the influencing factors and mechanisms of repeat purchase intention in this context not only fills academic gaps but also provides theoretical and practical guidance for merchants. Based on the ABC Attitude Theory and the Information Systems Success Model (ISSM), this study examines the impact of live streaming characteristics—such as information quality, system quality, service quality, live streamer virtuality, atmospheric cues, incentive mechanisms, transportation professionalism, and responsiveness—on consumer repurchase intention. Consumer satisfaction is introduced as a mediating variable. Data collected through questionnaires are analyzed using Statistical Package for the Social Sciences (SPSS) and Analysis of Moment Structures (AMOS), validating the hypotheses and drawing conclusions. The findings reveal that variables such as information quality, service quality, virtuality, as well as transportation professionalism and responsiveness primarily influence repurchase intention through a combination pattern of strong direct effects and weak indirect effects. Specifically, while the direct effects of these variables all reached statistical significance, the indirect effects mediated through customer satisfaction, though significant, demonstrated relatively small effect sizes. Meanwhile, three variables - system quality, atmospheric cues, and incentive mechanisms - exhibited a typical indirect-effect pattern, with their influence on repurchase intention only manifesting through relatively weak indirect effects mediated by customer satisfaction. Finally, the study provides practical recommendations for agricultural product e-commerce live streaming merchants to enhance consumer repurchase intention.