PURCHASING INTENTION OF YUNNAN GREEN AGRICULTURAL PRODUCTS BASED ON SOR THEORY UNDER LIVE STREAMING COMMERCE
Background：The rise in consumption levels and awareness of green agricultural products has led consumers to increasingly prefer them. Meanwhile, the COVID-19 pandemic has disrupted traditional agricultural product marketing methods, restricting offline sales and encouraging e-commerce and social media platforms to establish new marketing channels through live-streaming commerce. As a region with favorable ecological conditions, Yunnan's green agricultural products have become particularly appealing through live-streaming promotions, making live-streaming sales a significant means to enhance farmers' income. Objective：This study investigates the dynamics of consumers' purchase intentions for Yunnan's green agricultural products within the context of live-Streaming commerce platforms. Drawing upon the Stimulus-Organism-Response (SOR) theory, one key dimension— Brand Experience is examined, with external stimuli further categorized into sensory experience, affective experience and behavioral experience. Integrating the theory of perceived value is introduced as mediating variable to formulate a comprehensive model of consumers' purchasing intentions under live streaming situations. Methodology：An online survey was conducted with 400 samples of consumers who purchased Yunnan green agricultural products through live streaming. The research objectives were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM). Finding：This study confirms that the proposed research model based on the SOR framework is reliable, with all hypotheses supported, demonstrating that brand experience in live-streaming e-commerce stimulates perceived value, which drives purchase intention for Yunnan green agricultural products. Moreover, These findings emphasize the need to enhance brand experience to boost perceived value and consumer purchase intentions, thereby supporting poverty alleviation and promoting Yunnan's green agricultural products.
Living Streaming CoBackground: Merce, Brand Experience, Perceived Value, Purchase Intention.