A Study on the Influencing Mechanism of Consumers Willingness to Repeat Purchase of Agricultural Products on Internet e-commerce Platforms in Zhejiang Province in the Era of Rural Revitalization

Abstract

Driven by the deepening of the rural revitalization strategy and the rapid development of the digital economy, Zhejiang Province has
gradually built an ecological system for the high-quality development of agricultural product e-commerce through policy innovation and market practice. Although the scale of Zhejiangs agricultural product e-commerce continues to expand, the influencing mechanism of consumers
willingness to repurchase still needs to be further explored. Based on the theoretical framework of "social presence-customer satisfactionperceived value", this study aims to reveal the mechanism of the effect of live broadcast scene design (such as village broadcast, mountain
broadcast), corporate brand building (such as the "Tongchengli" regional public brand) and product health attributes (such as climate quality
certification) on consumers repurchase behavior, and provide theoretical basis and practical guidance for the long-term operation of Zhejiangs agricultural product e-commerce.