How to improve users' purchase intention of agricultural products through live streaming systems?

With the development and improvement of technology, live streaming systems have emerged in people's daily lives, providing new channels for agricultural product sales. This study aims to understand how to scientifically design live streaming systems for agricultural product sales based on user perceptions and preferences. We conducted an online survey, and Study 1 obtained 569 valid samples. We established a structural equation model and applied fuzzy-set qualitative comparative analysis to identify necessary conditions and configurations. In Study 2, two survey stages obtained 61 and 228 valid samples, respectively, and exploratory factor analysis was used for dimensionality reduction. The results showed that information quality and perceived interactivity can reduce social anxiety in female and male users, respectively. Information quality and perceived playfulness positively affect purchase intention. Furthermore, we identified four positive factors, including natural quality, support for domestic agriculture, transportation services, and information attractiveness, and three negative factors, including fulfillment risk, decision pressure, and inefficient consumption experience that may influence users' purchase intention. The findings provide validated design insights for live streaming systems, playing a positive role in enhancing design effectiveness and promoting agricultural product sales.