RESEARCH ON PURCHASING INTENTION OF GREEN AGRICULTURAL PRODUCTS OF YUNNAN BASED ON SOR THEORY UNDER LIVE STREAMING COMMERCE

Abstract

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 products experience and social 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. This research utilized mixed research methods combining quantitative and qualitative methods. Research paper that has constructed a model of relationship among Brand experience, perceived value, purchase intention. At the same time, the mediating role of perceived value and purchase intention is analyzed. This research provides valuable insights into enhancing consumers' trust and increasing perceived value in live broadcasting scenarios, thereby facilitating the promotion and marketing of Yunnan's green agricultural products.