Research on the influence of information source characteristics of agricultural e-commerce anchors on consumers' purchasing intention

Based on the SOR theory, the information source characteristics of agricultural e-commerce anchors are divided into professionalism, trustworthiness, and attractiveness. Consumers' functional perceived value and hedonic perceived value are introduced as parallel mediators to construct a research model of the influence of agricultural e-commerce anchors' information source characteristics and perceived value on consumers' purchase intention. 245 valid data were collected through questionnaires, and data analysis was performed using SPSS software. At the same time, Bootstrap was used for mediation test. The study found that the information source characteristics and perceived value of agricultural e-commerce anchors have an impact on consumers' purchase intention . The results reveal the positive correlation between the anchor's information source characteristics and perceived value, the positive impact of perceived value on consumers' purchase intention, and the positive impact of information source characteristics on purchase intention can be achieved through the parallel mediation of perceived value.