Analysis on the Influencing Factors of Brand Loyalty of Regional Agricultural Products Under the Background of Live Broadcasting——Taking the Brand of ″Lishui Mountain Cultivation″ as an Example

In the context of the fierce competition in e-commerce live broadcasting, how to guide the consumers' trust and gain the strong brand loyalty has become one of the concerned issues for the brand merchants participating in the live broadcasting. By using the online questionnaire, 237 valid questionnaires were obtained (the effective rate of questionnaires was 89.8%), and then SPSS and AMOS were used to conduct the empirical analysis on the influencing factors of brand loyalty. The results showed that the perceived quality of regional agricultural products had a positive and significant effect on the brand loyalty under the full mediating effect of brand trust. In addition, the content of authenticity and consistency had a significant influence on the path of regional agricultural products from the perceived quality to brand trust. Therefore, strengthening the content characteristics of live broadcasting according to the perceived quality of regional agricultural products could improve the consumers' trust in the brands, thus to promote the formation of the consumers' loyalty feelings on the brands.