Abstract: Based on the migration theory, a push-pull-mooring model is constructed, and the influencing factors of Generation Z's willingness to purchase agricultural products in the context of live commerce are empirically studied from the perspective of driving effect and lock-in effect. Through the reliability and validity analysis and regression analysis of 214 questionnaires using SPSS 25.0 and AMOS 23.0, the results show that the push factor (live broadcast experience) and the pull factor (agricultural product characteristics) in the driving effect will have a positive impact on customer trust, thus further affecting the purchase willingness, so customer trust plays a partial intermediary role in the driving effect; In the lock-in effect, the lock-in factors will positively affect customer inertia, and then affect their purchase willingness, so customer inertia plays a partial intermediary role in the lock-in effect. Based on the research results, live commerce of agricultural products should enhance the live broadcast experience, improve the selection criteria for recommended agricultural products, and pay attention to the psychological state of the audience, such as the inertia of customers.

Key words: live commerce, Generation Z, agricultural products, PPM theory, purchase willingness