The Influence of New Farmer Live Streamer Characteristics on Purchase Intention: The Roles of Parasocial Interaction and Regional Cultural Differences

Guo Cheng¹Tiantian Bao²Wenjie Li^3*Zirong Li¹Xu Zu^2*

• ¹Yibin University, Yibin, China
• ²Sichuan Agricultural University - Chengdu Campus, Chengdu, China
• ³Chengdu Technological University, Chengdu, China

Guided by the Stimulus–Organism–Response (S-O-R) framework and parasocial interaction theory, this study examines how the characteristics of new farmer live streamers shape consumers' purchase intention in agricultural e-commerce. Five key traits—authenticity, social responsibility, trustworthiness, affinity, and interactivity—were identified through a combination of surveys, interview and text analysis. Based on 441 valid responses analyzed using structural equation modeling, the results reveal that authenticity, social responsibility, trustworthiness, and interactivity positively affect purchase intention, whereas affinity shows no significant impact. Authenticity, trustworthiness, affinity, and interactivity enhance parasocial interaction, which subsequently mediates their effects on purchase intention; however, the indirect effect of social responsibility through parasocial interaction is insignificant. Moreover, regional cultural difference negatively moderates the relationship between parasocial interaction and purchase intention. These findings provide actionable implications for governments, agricultural enterprises, and new farmer streamers: cultivating essential streamer traits, strengthening parasocial connections, and adapting engagement strategies to regional cultural contexts can enhance the effectiveness and sustainability of agricultural live streaming.